2. Business magazine mail playing bigger role
Business magazine mail has barely budged, remaining steady from 2008 to 2009, and through the first six months of 2010—thus dominating more of the magazine publishing mailstream.
Business magazine mail, meanwhile, continues to grow as a percentage of the overall magazine publishing mailstream. At 12 percent in 2008, it rose 16 percent in 2009—and then to 18 percent in the first six months of 2010.
3. Renewal mailings on upswing
The only other area of direct mail "growth" was renewal mailings, which grew in total number and as a percentage. Despite the reduced mail volume of 2009, there were actually 17 percent more renewal mailings in '09 compared to '08. As a result, renewal mailing hogged a larger percentage of total mail, at 22 percent in 2009 vs. only 13 percent in 2008 (it remains above 20 percent in 2010).
Clearly, publishers are investing more in retaining their existing customers—a sensible strategy in difficult times.
4. Email volume on the increase
Because sending email messages is obviously less costly to magazine publishers than direct mail, you will first notice that the usage of email does not follow the same steady decline that magazine direct mail has followed. In fact, it's nearly the reverse, with the usage of email among magazines going up in the first six months of 2010 compared to 2009.
Besides December 2009, the most popular months to email for marketers were June and March of 2010.
5. Holiday time the key time for magazine emails
Of course, because marketers want to capitalize on holiday giftgiving, the month of December 2009 shows the biggest spike in emails sent. After averaging between 2,000 and 2,200 emails per month for most of 2009, emails put out by magazines surged in December to 2,305—an increase of 6.4 percent from the previous month.