WHAT WE DO

Strategic Planning (Launch & Restructuring Strategies)

Plan for Success.

Facing a turnaround challenge? Restructuring your business? Thinking of launching a new title?

We can help you build a solid business strategy with a careful analysis of your market, the competition, costs, circulation and ad sales projections. You and your investors can then make decisions based not on hopes and hunches but on facts and realistic assumptions.

Questions? Contact us.

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Subscription Source Evaluation

$1 per order or $100 per order? Discover Your Most Productive Sources.

Part of promoting circulation is evaluating each subscription source to determine its long-term P/L. Suppose, for example, you test a new list and it yields a 1% response. Should you make a follow-up mailing? Can you afford to lose money on new subscribers but make a profit on their renewals? We look at each source or promotion and evaluate its acquisition cost, its conversion (first renewal) and subsequent renewal rates and their costs over three or more years. We ”fully load” our model with value of each subscriber for circulation revenue, ad rate base, ancillary and gift sales, etc. to provide a real measure of each source’s long-term value.  See our white paper, Subscription Marketing 101 for a look at the techniques we use.

Questions? Contact us.

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Circulation Promotion Design

Get More Circulation… and Retain it

There are many ways to build and maintain circulation : direct mail, agency, online, newsstand, insert cards, partnerships (sponsored subscriptions), gift programs, etc., plus of course, that all-important renewal retention. We can help you determine and utilize the most cost-effective combination for your publication and market. One especially valuable tool we use is source evaluation.

Questions? Contact us.

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Direct Mail Campaigns & Response Analysis

Get More From Your Direct Mail.

Direct mail remains the workhorse of magazine new-business promotion, and although costs have risen, for most magazines it remains the most elastic and scalable source available.

We stay current with what DM techniques are working for other publishers, new cost-effective formats and cost-saving postal strategies that will make your DM work harder and cost less. We’ll help you design statistically valid tests to identify the most effective lists, offers, prices and mail pieces.  See our white paper, Subscription Marketing 101 for a look at the techniques we use.

Questions? Contact us.

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Fulfillment Systems Analysis & RFP Preparation

But is it Fulfilling?

Fulfillment is a big piece of your cost structure. How well it is done can affect reader loyalty, new-subscriber pay-up and renewal rates. Your fulfillment system is critical for customer service, effective up- and cross-selling and reliable, up-to-the-minute reports. We can help you find the best system for your needs, whether in-house or service bureau, by preparing a comprehensive Request for Proposals, analyzing and comparing bidders and recommending best practices to reduce costs.

Questions? Contact us.

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Reader Research

Who Are Your Readers, Anyway?

Advertisers demand to know more about your readership than just circulation numbers, but traditional reader studies are very expensive. Online reader surveys have come to the rescue of smaller publishers. We can help you design reader research that profiles not only your subscribers but your newsstand buyers and pass-along readers as well. The resulting data are available almost instantly, with unlimited ability to examine your readers by age group, gender, income or whatever you like…and all of this at a small fraction of the cost of conventional mail or phone surveys.

Questions? Contact us.

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Ancillary Products Strategy

Sell More Stuff!

Magazines need diverse revenue streams. Many are taking advantage of their existing customer base and brand loyalty to market calendars, books, souvenirs, events, videos, even food and clothing.Our experience includes catalog, house-ad and online marketing plus back-end order processing and fulfillment of non-magazine products. Let us help you strategize ways to supplement your publishing revenues with ancillary products.

Questions? Contact us.

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