Satellite Radio: Seriously, Folks, Are XM and Sirius Serious? Ignoring Marketing Basics Can Cost Big Time

 

Satellite Radio: Seriously, Folks, Are XM and Sirius Serious? Ignoring Marketing Basics Can Cost Big Time

The dry test is a beautiful thing. If you have an itch to start a magazine, two ways exist to scratch that itch: 1. Dry test. Spend $100,000 to find a universe of likely subscribers, create a direct mail package that makes your magazine so real that people believe it exists, offer three issues free, and see if anybody responds. You won’t know retention, which only comes after the publication has started and readers either love it or are ho-hummed by it. But a dry test will let you see if your idea fogs the mirror. 2. Spend millions starting a magazine and hope someone buys it. A