Beware the intelligent media amateur
Here we have four intelligent media amateurs: Janet Street Porter, Peter Jay, Andrew Neil and Andreas Whittam Smith.
Experienced publishers succeed through drawing together a community of three elements: audience, advertisers and the product. These four show how difficult that can be.
Building email lists fast
Here is a great example of how to combine long copy with ruthless email-capture techniques.
Is your loose insert intrusive?
We explain how to make a seemingly innocuous common-place card measuring 6×4 inches into an intrusive and effective builder of market share.
How Barack Obama handles objections
‘Handling objections’ is a vital part of marketing. If you don’t deal with important objections up front, people won’t buy what you are selling. You have to ask: “Is there any reason why people won’t buy this?”
Warfare Marketing: lessons from General George S Patton
U S Army photo
General George S Patton is widely considered the best field commander of World War II and was certainly the officer most feared by the Germans. His success was based on rapid offensive action and an understanding of how people react in the field. Patton’s principles of warfare can be – and are – applied to great effect in marketing today.
Is yours a strategic marketing organisation?
When acquisitive chief executive Julian Turner of Electric Word assesses a publisher, one of the key measurements is its approach to marketing.
Loose insert marketing
Here’s a tough task: we will increase the revenue received from a typical loose insert without spending any more money. ..
Why is The Week magazine so costly?
Everyone likes The Week magazine, especially us. The Week exists on subscription sales. The owner, Dennis Publishing is a marketing-led company which is rare in UK publishing: managers of UK publishers are generally rooted in print and find both subscriptions and Online marketing difficult to embrace.
Fundraising by Barack Obama and Hillary Clinton
Barack Obama, US presidential candidate, has attracted much more funding than his opponent Hillary Clinton – around 23% more. How? By some basic online-marketing. His team uses the Internet to appeal to new and individual donors. It’s simple direct marketing at its best.
Marketing budgets and freedom
Supposing you decide to commission and run a subscriptions campaign for a publication. You have decided that you want to grow (or sustain) circulation and there’s no better way.
Without going any further I can tell you now, before you begin, that you’ll FAIL.