Tricycle Magazine Perfecting a #10
One of the highlights of the package is a 3-1/2' x 6-1/2 horizontal brochure that folds out into four panels, filled with cover thumbnails, photographs and illustrations. The brochure also includes testimonials; industry accolades; a list of articles, authors and sections of the magazine; and the publication's original mission statement. These elements paint a picture of what prospects can expect from Tricycle.
Rounding out the package are a buckslip touting the benefits of the guided meditation CD premium and a reply card adorned with thumbnail magazine covers and copy about the publication's high-quality production values. Tricycle also includes a BRE in the package and receives cash with order for about half of its total response.
The $19.95 price point is actually a test, up from the control of $16.95. "We have not tested a higher price point in a long time, so we're very curious to see how people might respond," Steinberg comments. She points out that the prospects willing to come in at a higher price point tend to renew at higher rates and maintain longer lifetime values.
Steinberg says the mailing goes to a national audience of diverse readers who all share an interest in Buddhist subjects. "Folks don't necessarily have to identify as being Buddhist to like our magazine. About half our readership [self-identifies] as Buddhist; half does not," Steinberg reveals. Finding new audiences for this niche publication has proven a challenge, and Steinberg keeps aware of new list opportunities to avoid repeatedly mailing to the same finite universe of prospects.