At press time, America just experienced the transfer of power as President Barack Obama was sworn in. Yet back in July, when The Nation, a weekly liberal news magazine, dropped effort one of its eight-part holiday gift subscription series, it had no way of knowing which candidate would come out on top. “We actually wrote this back in June and July … so we were sort of dancing around the issue that we didn’t know who’s going to win the election,” says Art Stupar, vice president of circulation for The Nation.
When it isn't battling big media, corporate America and party lines, The Nation finds itself up against one of direct mail's most dangerous foes: package fatigue. According to Art Stupar, vice president of circulation, The Nation mails nearly 2 million efforts each year to its housefile and other outside lists, making its long-standing control, which has been in circulation for more than a decade, a prime target for direct mail wear. To combat this, the progressive weekly relies on a rotating arsenal of high-performing packages and up-to-date content, as evidenced by an acquisition effort received by the Who's Mailing What! Archive in February
Since George W. Bush took office in 2001 amid unprecedented election controversy, paid circulation for left-wing political newsweekly The Nation has increased by a whopping 48 percent. "Our readers are passionate people who care about the issues facing the countryespecially now," asserts Art Stupar, vice president of circulation for The Nation. "Our repeat renewal rategleaned from multiple sourcesis 85 percent." Stupar's task to wrangle readers during the Clinton administration was far more arduous, he admits, but now since the store is minded by a man who represents the antithesis of leftist politics, liberal readers are energized. That's precisely the strategy behind a 4"