Publishing

Magazine/Newspaper Controls in 2013*
October 31, 2013

Magazine/Newspaper Controls in 2013* Bloomberg Businessweek Sports Illustrated Wall Street Journal Forbes Magazine Money Magazine Harvard Health Letter Nutritional Action Healthletter Consumer Reports Harvard Business Review The Nation *Based on repeated mail pieces (controls) that were most frequently mailed, as recorded in Who's Mailing What!

Building a Mail Piece That's Meant to Last
July 25, 2013

To achieve success in direct mail, you don't need an eye-catching image or teaser on your outer. Sometimes a cartoon will do just fine. That's just one of the takeaways from JoAnn Kalenak, acquisition marketer at High Country News. Two versions of the magazine's acquisition package have been received by Who's Mailing What! for more than 3 years, qualifying them as "Grand Controls."

Personalization & Premiums Go Up in Publishing
June 27, 2013

Everyone recognizes that magazine publishers have gone the way of the voucher the last few years, as magalogs and other acquisition packages are rare sights in the mailstream, unfortunately. However, that doesn't mean that magazine publishers are standing pat when trying to win subscribers through the mail.

Magazine Publishers: Most Frequent Mailers
May 2, 2013

Magazine Publishers: Most Frequent Mailers Sports Illustrated Consumer Reports National Geographic Travel & Leisure Crain's Chicago Business The Economist Forbes Harvard Business Review Inc. Money

Direct Mail Smackdown: The Magalog vs. the Oversize Envelope
February 2, 2012

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…

Red Hot Marketing Tip: Harvard Wins Renewals with the Hybrid Voucher
June 15, 2011

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.

How to Create a Killer Offer - A Case History
May 26, 2011

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.

Control of the Month: Foreign Affairs
February 23, 2011

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.

Market Your Way Out
January 11, 2011

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?

3 Good Signs for Magazine Publishers
October 21, 2010

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…