When Directness Pays Off
Here's the top 10 mailers list:
1. Sports Illustrated
2. The Economist
5. Consumer Reports
5. Smaller is in, oversize is out.
Considering the budget crunch that many direct mailers faced in 2009 and into 2010 (the first six months), you'd expect to see a surge in smaller formats and a decrease in large ones to save on mailing costs. Well, that's exactly what happened.
In fact, small, #10 and medium packages all took up a larger percentage of magazine publishing mail in '09, while large packages decreased in volume. Small packages (those smaller than a #10) increased by 2.5 percent in 2009 and then another 22 percent in 2010, and #10 packages went up by 4.5 percent in 2009 and 17 percent in 2010.
Medium and larger packages? That's where something more dramatic occurred. Medium packages (larger than #10 to 6˝ x 9˝) increased by only 1 percent in 2009, before dropping by 18 percent in 2010. Packages larger than 6˝ x 9˝ shrunk by 41 percent in 2009 and 2010, down to a measly 2.7 percent of efforts. For now, oversize is out.
6. Get on the VDP train.
Variable data printing/personalization (VDP) technology, along with available data, is more advanced than ever. Therefore, it makes more sense for publishers to leverage this data with increasingly personalized efforts in the mail. Personalized publishing mail went up by nearly 17 percent over the past year—and in the first six months of 2010, it jumped up another 51 percent.
7. Biggest months to e-mail were in 2010.
While overall direct mail volume has gone down for magazines, e-mail is going the opposite direction. E-mail marketing among magazines went up in the first six months of 2010 compared to entire-year totals in 2009. March and June this year recorded the most e-mails of any month (since e-mail counts have been recorded by the Email Campaign Archive) by the magazine industry.