Direct Mail Spotlight: The Economist
Sent to national magazine lists, for all types of publications from Scientific American to Mother Jones, Press says it's hard to nail down his readership via typical demographics. "One of the challenges as a direct marketer is that you can't just buy a list and find The Economist customer, because the customer who's going to read us and the customer who's never going to pick us up may have the identical demographic profile. What makes a reader a reader is this need to be intellectually stimulated because they're curious about the world, and some people just aren't like that," he says. To better understand its audience, Press says The Economist invests in a lot of modeling.
Press is not certain he will send this package out again next year. "If the results don't pan out then we'll probably do something different than this package," he states. One thing is certain, Press has no plans to pull back on his direct mail efforts during the downturn. "Perhaps this gives us an opportunity, because if everyone else is cutting their marketing spend and we're not, we'll have a bigger footprint in the marketplace," he notes.