What's bugging the subscriptions marketers?

The marketers I speak to always complain of the same two things:

1. No money for researching readers / markets

2. Marketing revenue is not channelled back into marketing

As these two factors are central to running an effective publishing company, the marketing directors involved probably find it impossible to help their company grow.

Historically, the publishing focus has mainly been on editorial and advertising income:

Everyone agrees that has changed – advertising no longer makes the money it did.

Now, revenue is measured by marketing success. So editors and marketing directors now have similar responsibilities: to reach and monetize prospects on whatever platform works best.

Editors must also be marketers and a marketers job is to maximize revenue. But marketers of all kinds are being held back!

What’s this to do with the price of fish?
Marketers in publishing are usually restricted by fixed budgets, low-level staffing and seniority, and their work and motivation are stifled by the kind of old-school financial models that existed pre-Internet.

For many, ‘marketing’ means sending out a promotion, when it should mean ‘building and monetizing an audience in the most cost-effective way possible.’

Now to the fish question:

If you are selling fish you would catch the fish yourself to cut out the middle man. You would rent a low-cost retail outlet and run a seafood restaurant next door. Your customers could choose their fish, see it cooked, then enjoy their meal. In a couple of moves you have doubled your audience to include both retail shoppers and people who enjoy a meal out. Your investment in the boat has reduced costs, and the restaurant outlet has increased your audience and brought in high-end revenue.

Marketers cannot maximize company revenue unless they are autonomous and their budgets are open-ended: if you are catching fish, then you should be able to keep fishing. If your tests uncover a new, profitable audience, then you should be free to go after it.

Subscriptions marketing: confidential information for sale, with four special reports free of charge

The Subscriptions Strategy newsletter publishes international case studies of ‘best practice’ marketing for the Internet, websites, newsletters, books and magazines etc.

As publishers ourselves, we live or die by results. If a promotion doesn’t work, we lose money. If it works we record the results and use it on our own, and our clients’ websites and publications.

Every issue of the Subscriptions Strategy newsletter carries examples of successful marketing.

How you benefit by removing risk
As far as we are concerned, our testing means the difficult and costly part is over. As far as you are concerned, you can benefit from this tried and tested knowledge because the risk of failure has been removed and profitability is assured.

You will also find Subscriptions Strategy a great resource for training staff in all aspects of subscriptions marketing.

Please click on the link below for instant access to your subscriptions marketing starter pack. You receive:

1. 20% off the full price of an annual 6-issue subscription to the digital edition of the Subscriptions Strategy newsletter (a saving of £40)

2. Subscription Marketing Workbook worth £33: 15 Subscriptions Marketing Innovations Every Publisher Should Know

3. Subscriptions marketing ‘rapid update’: three special Subscriptions Strategy reports worth a total of £99 to bring you up to date with best practice marketing procedures for online and traditional subscription marketing

*Start now! Click here to order an annual subscription and collect your four special reports worth £132

You pay just £157, a total saving of £211. If the material does not come up to expectations, email, write or phone for a full refund. This guarantee is valid for the lifetime of your subscription and can be exercised at any time.

hobday@subscriptionsstrategy.co.uk