Open Enrollment | Subscribe to Publishing Executive HERE
Connect
Follow us on
Advertisement
 

When Directness Pays Off

8 direct mail and e-mail marketing trends you should know.

November 2010 By Ethan Boldt
2

Many magazine publishers have been battling to increase subscriptions to help offset lost ad revenue and declining subscriber bases during the past two years. A major challenge for these publishers has been how to do that while faced with budget cuts, rising postal rates and paper prices. Not surprisingly, direct mail, which has long been most publishers' primary source of subscriber acquisition, dropped significantly in volume in 2009. However, this means of reaching potential readers was not long on the decline.

"Direct mail is still the most important source of subscriptions for most magazine publishers because it's also flexible, and it offers more volume potential than other sources," wrote Elaine Tyson—president of Tyson Associates, which for 28 years has provided circulation management services to more than 200 magazines—in a recent edition of Target Marketing magazine's e-newsletter, Target Marketing Tipline. "But, it's more expensive than ever so some things have changed as a result, particularly over the last year or so."

Tracking such changes is the Target Marketing Group's Who's Mailing What! Archive (WhosMailingWhat.com/trial/tm) and the Email Campaign Archive (EmailCampaignArchive.com), which collects and analyzes thousands of direct mail pieces and e-mail marketing campaigns annually. The "2010 Magazine Publishing Industry Sector Report," produced by DirectMarketingIQ (the Target Marketing Group's research arm; DirectMarketingIQ.com), tapped the extensive direct mail and e-mail archives to share direct marketing statistics and trends that magazine marketers should be aware of before kicking off their upcoming direct marketing campaigns.

Here are 8 key trends you should know:

1. Fewer magazines in the market mean fewer mail pieces.

That's reflected in the Who's Mailing What! Archive, in which total volume of mail dropped considerably from 2008 to 2009—and continued to drop early in 2010 before beginning to recover. Overall, there was a 26-percent decrease in the total number of magazine-related direct mail from '08 to'09, and then a projected (based on the first six months of 2010) decrease of 13 percent in 2010.

 
2

SPONSORED CONTENT

MORE ON PRODUCTION & MANUFACTURING >>

FROM THE BOOKSTORE

This completely updated edition of a classic guide shows a new generation of editors and designers how to make their publications sing! Readers will find a compendium of practical tips for a happy marriage between content and form, helping story and design reinforce each other and create pages irresistible to readers. 

Brimming with hundreds of black and white and color illustrations, chapters cover the confines of what the editor/designer team controls; the fundamentals of verbal-visual teamwork; the relationship of image size to story impact; problems and solutions for matters of columns and grids, margins, spacing, captions, pictures, diagrams, boxes, size and contrast, text type, symmetry and asymmetry, covers and color; and more. 

This is a must-have for designers looking to improve their products, publishers who realize that their products need a competitive edge, and writers and editorial directors looking to give their work enhanced meaning. 

<b>Reviews</b>

"Highly recommended.”
<b>—Library Journal</b>

“Jan White’s are the very best working and how-to and why-to volumes available on the use of graphics in books and publications.”
<b>—Publishers Weekly</b>

“A super how-to-do-it book . . . bound to spark greater interest and variety in your publication.”
<b>—American Artist</b>

“In the esoteric world of publication design, Jan White must rank as one of its first citizens, as well as resident theoretician. . . . White clearly knows his editing and design.”
<b>—Communication Arts</b>

“Editing by Design should be required reading for anyone working in magazines today—especially editors!”
<b>—Walter Bernard, Partner, Walter Bernard and Milton Glaser Design.”</b>

“This book is packed with useful ideas and distinctive ways to implement them. What White preaches and teaches leads to a publication of impact, refinement, and ease of usage.”
<b>—Peter P. Jacobi, Professor Emeritus of Journalism, Indiana University, and Communications Consultant </b> Editing by Design

This completely updated edition of a classic guide shows a new generation of editors and designers how to make their publications sing! Readers will find a compendium of practical tips for a happy marriage between content and form, helping story and design reinforce each other and create pages irresistible to...

ORDER NOW

In How to Succeed in the Publishing Game, Stringer reveals the secret to her success and unveils countless valuable tips and steps on how to become successful in the world of self-publishing: 

• Utilize creative means of generating start-up capital 
• Build winning relationships with editors, typesetters, graphic designers, printers 
• Ensure that your book will flourish in the hands of the right distributors, wholesalers, bookstores 
• Develop a steadfast marketing plan, brand and image that will sell itself 
• Utilize the complete guide to dependable references and resources 
• Harvest the benefits of a best-seller! 






"Ms. Stringer has entered the slightly more rarefied precincts of book publishing. And she's getting rich." 
<b>- The New York Times </b>

"Mainstream publishers wouldn't touch her book. So Stringer printed 1,500 copies and took to the road. The book became an underground hit, and bookstores began to stock it." 
<b>- Newsweek </b> How to Succeed in the Publishing Game

In How to Succeed in the Publishing Game, Stringer reveals the secret to her success and unveils countless valuable tips and steps on how to become successful in the world of self-publishing: • Utilize creative means of generating start-up capital • Build winning relationships with editors, typesetters, graphic designers, printers...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: