Magazine article Folio: the Magazine for Magazine Management

Try Broadcast Fax for Requals

Magazine article Folio: the Magazine for Magazine Management

Try Broadcast Fax for Requals

Article excerpt

Fax broadcasting for requalifications is less of a hassle now that fax machines use plain paper. Recipients don't have to photocopy the form to fax it back. Also, as postage and paper costs continue to rise, fax looks better and better. Judy Koller, circulation director of Cable World, a Cowles Business Media magazine, sends out a one-page fax to subscribers and to anyone who's interested. ("Does anyone want this complimentary subscription?") This attracts a lot of new names because faxes, unlike mail, get passed around. Koller pulls a 5 percent response with direct mail, versus an 8 to 10 percent response by fax. And because a direct-mail piece is more elaborate, the cost is from $1 to $1.20 a name, versus 19 cents per fax. The magazine pays for paper only on the return. Speed is another plus. Koller recently sent out 3,000 forms and received 300 back in two days. Sarah Stambler, editor/publisher of "Marketing with Technology News," says that while the response for direct mail is a bell curve, with fax there is a spike. …

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