Magazine article Folio: the Magazine for Magazine Management

Ten Rules for a Successful Promotion

Magazine article Folio: the Magazine for Magazine Management

Ten Rules for a Successful Promotion

Article excerpt

If you have something to sell, put up a sign. This is the first rule for a successful promotion, offered by Ted Kruckel III, president, Ted Inc. Public Relations. "I've seen people work on design, design, design and then mail out the promotion three days before the magazine closes," he says. "If you have a special section or a special issue, get the word out, even if it's in the cheapest down-and-dirty way." Rule 2: Write a killer headline. "Have a phrase that's memorable and use it all the time," he says. Rule 3: Presentation is everything. "That also means you properly proofread and proofread again, because a tiny mistake is more memorable than a perfectly polished, finished piece." Rule 4: Give a gift. "There's nothing that's more effective than a small gift to break things up," he says. "The gift need not be expensive. Be creative." Rule 5: Fish where the fish are. …

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