More Circ Day Takeaways

As promised, here are more great tips and tactics that are working in the marketplace…ideas you can test with your audience:

1. U.S. News places their URL everywhere to cut transaction costs, and they make it easy to pay, renew, give a gift, cancel or inquire about a missed issue online. At Conde Nast, 10% pay online.

2. Hachette reports sweeps are a very effective way to collect email addresses.

3. Martha Stewart Living found a triple self mailer 5 ¼ X 9 didn’t work. Their control is a 32 page bookalog. They are currently testing a jumbette 6 x 11.5 with 9 inserts.

4. Reader’s Digest found that a #10 size worked best. They tested a flat and 8 ½” minis, which didn’t work.

5. The New England Journal of Medicine saw a 25% lift when they tested a 9x12 but this lost on P&L. A 6x9 depressed response. A grey faux label looks like it is working as well as a matched mailing.

6. The New England Journal of Medicine saw a 4% increase with a live stamp on one product, but a decrease with another product.

7. A tote bag is the winning premium for Martha Stewart Living. For Everyday Food, an apron and zester work well.

8. Reader’s Digest gets a big lift from merchandise premiums such as a watch, umbrella and tote. They use these sparingly and are trying to convert readers to online premiums, such as a PDF download for Every Day with Rachael Ray. They found address labels and a scratchoff yielded no lift.

9. Boston and Philadelphia Magazines are seeing 12% of their business come through the Internet.

10. Mine your expires and give them the best deal. Also, mine your editors for direct mail ideas.

11. People Magazine touts the emotional benefits of the magazine, such as treating yourself, indulging, relaxing.

12. Play with price and term. Even if you produce 12 issues annually, you can create an offer based on a lower price for 10 issues.

For copy that gets results or a copy check-up, contact Shira at 203 371-0654, via email at shira@promowriting.com, or her website www.promowriting.com