Technology Travel Log
"We're by Montanans, for Montanans," Magley notes. "Our whole campaign focuses on targeting those who live in Montana right now." To capture the attention of locals, Montana Magazine has recently launched an in-state multimedia campaign that consists of television, video and newspaper ads.
Building a broad-based circulation list isn't always as simple as spreading the word, however. David Cohen, director of business development, Cape Cod Life, Pocasset, MA, points out that list development is often highly dependent upon having the support of the advertising community. "We battle a line with circulation," Cohen explains. "We have to decide whether to work really hard at increasing circulation when there's a certain point at which, if you double the circulation, the advertisers wouldn't necessarily pay double the rate for an ad. So, there's a big problem in our market in that regard." All the more reason to plan your circulation campaign strategy carefully.
Spinning a Web of intrigue
The World Wide Web has proven to be a very valuable tool for boosting subscriber interest in regional publications, notes Magley. Less than a year ago, Montana Magazine brought in a freelance Web designer to establish a series of page templates into which the publisher could easily paste updated text and graphics.
While there is some overlap in content from the print publication, Magley notes that the Web is essentially a teaser for potential subscribers, enticing them to turn to the print piece for more substantial coverage. The magazine's articles are repurposed either whole, as excerpts or simply as teaser titles.
When asked whether she has any fear that the site will one day take the place of the magazine, Magley opines: "You can imagine that we've tossed this idea around endlessly, but the fact is that there's nothing that replaces the feel and the look of the printed page. I wholeheartedly believe that. So, we don't even try to present the pages on the Web site in a similar way to the way in which they appear in the magazine."