Looking at recent publishing mail from The Who's Mailing What! Archive, two very different efforts from Consumer Reports really jumped out at us. Both mail pieces have been in the mailstream for nearly three years, so both represent successful controls.What makes them successful? And which is better?! Watch and listen to Peggy Hatch and Ethan…
Unlike most magazine publishers, Harvard Business Review clearly decided to spend some money on its recent renewal effort. Here's a so-called "hybrid voucher" that manages to capture eyeballs with its outer and employ great copy inside.DirectMarketingIQ's Chief Content Officer Ethan Boldt takes you through the package.
A while ago, I got a subscription mailing from Inc. magazine that was so fresh and compelling, I had to tell you about it. As you may have noticed, magazine subscription packages are all pretty much the same and you'd think that it would be tough to come up with a new approach. But that's exactly what Inc. magazine did.
A voucher mailing by Foreign Affairs is proof that sometimes, old controls don't die or fade away, they're just successfully refashioned for today's audiences. The first one, written by the late Len Berkowe, was its circulation-building workhorse from 1982 to 2003.
What would happen if a print newspaper hired singer Taylor Swift to convince teenagers to read it daily? What if a newspaper sent direct mail only to people over 50 in an effort to get them to subscribe? Or aggressively went after advertisers who appealed to college-educated, e-book-reading voters over 50? Or held classes to teach seniors how to use their website?
DirectMarketingIQ just produced its first-ever industry sector report, with many more to come. This one is based on the magazine publishing industry, which appears poised for a comeback in the marketing space. This report provides the need-to-know trends, statistics and analysis, culled from the comprehensive collection of direct mail and email in the Who's Mailing…
Magazines have long been among the most sophisticated users of direct mail (for the very latest look at trends, into both direct mail and email marketing by magazines, along with extensive analysis, see DirectMarketingIQ's just released Magazine Publishing Industry Sector Report). Many fine copywriters and designers cut their teeth on subscription packages and developed giant reputations as a result of their ability to sell subscriptions through this channel.
This year the publishing catchphrase is “marketing services” (with of course, a strong social media component). Depending on your definition, magazine publishers have always offered “marketing services,” but today that increasingly has come to mean going beyond custom publishing and targeting “below-the-line” budgets ranging from direct marketing and lead gen to consumer or trade promotion, events, search engine marketing and search engine optimization, video production, social media, even market intelligence. Increasingly, publishers are bypassing the agencies to work directly with the brand on the marketing message.
Amid the economic woes have been constant calls and predictions that mail will get smaller, slicker, cheaper. Frankly, it's a little depressing. Can you imagine the general advertising folks saying their billboards were going to be smaller, their TV ads only 10 seconds long and were opting for bus bumper stickers rather than the bus itself. In a word? No.
2009 was not a kind year to magazine publishers, obviously. Crain's New York Business recently reported that 367 U.S. periodicals closed their doors in 2009 and 64 went to digital-only. However, oddly enough given the economy distress and the explosion of digital media, the pace of decline actually slowed, as 526 U.S. magazines closed in 2008 and 573 went down the tubes in 2007.