Turning a Business Model Upside Down - 1
2. Cut the print orders for main selection from 265,000 to 75,000. Alternate selection print orders were commensurately cut.
3. Put the 200,000 sweeps-sold names on the list market as sweeps responders (as opposed to active book club buyers) so we could get a little bit of our money back.
4. Test a series of acquisition mailings and space ads that featured yummy premiums rather than sweepstakes. This would acquire readers as new members, rather than the freebie scavengers at the bottom of the mail order food chain.
5. Include in the monthly mailings a series of tacky flyers on newsprint announcing a huge warehouse sale with books starting at $1—cash only.
6. Call Nat Wartels of Crown Publishers, who was a major buyer of remainder titles for sale in his various outlets, and offer him titles at pennies on the dollar.
Next Week: More changes in the business model and the uproar that rippled through meredith.