When Directness Pays Off
2. Consumer and business publications on comeback trail?
Of course, less publishing mail in the mailbox can mean a better opportunity for magazine acquisition efforts to get noticed. Perhaps that opportunity is already being capitalized on in 2010. A close look at marketing mail for both consumer and business publications reveals that while consumer-magazine mail sank by 37 percent from 2008 to 2009, it's currently projected to drop by only 6 percent in 2010. And business magazine mail has barely budged, remaining steady from 2008 to 2009, as well as through the first six months of 2010—and thus dominating more of the magazine-publishing mailstream.
3. Renewal mailings show growth.
Renewal mailings actually grew in total number and as a percentage of overall mail. Despite the reduced mail volume of 2009, there were 17-percent more renewal mailings in '09 compared to '08. As a result, renewal mailing hogged a larger percentage of total mail, at 22 percent in 2009 versus 13 percent in 2008. (It remains above 20 percent in 2010.) Clearly, publishers are investing more into retaining their existing customers.
4. The top 10 magazine mailers.
Below are the magazines that sent the most direct mail over the past year. It's not a coincidence that each magazine is among the leaders in its particular part of the magazine market.
At the top is Sports Illustrated, a big mailer that uses a larger format, windows and cross-promotions with the NFL to boost response. While SI leads the sports magazines in mailings, Self dominates the women's fitness magazine market. The inventive customer relationship management (CRM) program and usage of premiums—in a recent renewal series, Self sent personalized efforts, including "Self Insider" cards that were printed with the recipient's name and a personal account number to access online features—keeps subscribers happy and brings new ones in the door.