Magazine article Marketing

A Rough Guide to Educating Your Target Readers

Magazine article Marketing

A Rough Guide to Educating Your Target Readers

Article excerpt

To my mind, there's little doubt that selling magazine subscriptions is the hardest of all direct mail tasks. It gives you a complete (and often bruising) education which, with a little imagination, you can apply to just about anything. That's why, whatever your business, I recommend a newsletter called Subscriptions Strategy -- it might even go some way towards educating the ignoramuses of UK publishing, most of whom won't pay for decent work and, with a few exceptions like Reader's Digest, the Economist and Which?, don't recognise it when they see it.

My criterion for a newsletter is simple: does what you learn repay the cost? This one qualifies easily. Every issue carries at least one article of value to most businesses. For instance: how to find out if a mailing list will work -- before you mail it; how to reduce bad debt (vital as money gets harder to make, and customers less honest); how to profit from your mailing list; how to calculate the value of a customer.

Each issue analyses at least one mailing or ad. …

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