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.
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.
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.
What's inside Subscriptions Strategy?
If you are interested in marketing and publishing, complete the form to receive the pdf version of Subscriptions Strategy, the ‘best practice’ resource for publishers. We’ll send an invoice later.
Are you selling your magazine like a cheap airline ticket?
Monthly consumer magazine sales are dropping 10% or more each year.
The big publishers respond by increasing cover prices by around 5% year on year. But it’s not working. Overall income continues to drop. Meanwhile newstrade wastage increases.
Cosmopolitan, Good Housekeeping, House Beautiful, Esquire, Harpers Bazaar, Zest, She and other magazines are discounting up to 70%, selling their magazines like airline tickets. Falling sales is a problem for the marketers to solve. Unfortunately, their moves are sabotaged by bosses who ignore basic marketing principles.
Publishing and subscriptions marketing: 15 blunders
In his time in publishing Peter Hobday has worked with three people who understand how business works (rather than just publishing). Brian Gilbert, who ran United Trade Press and the Wilmington Group, Sylvester Stein of Electric Word and John Gommes of Chartsearch. They have chosen publishing but would be successful in any business because they understand the elemental workings of the marketplace. . .
27 ways to maximise profits from a mailing list - part 1
Learn how to lift response, decrease costs and avoid problems with your mailing lists. Here are insider tips for publishers and copywriters from the leading mailing list owner and manager in its field.
How to fail at subscriptions marketing
How many subscriptions do you want? Here, Peter Hobday explains why that is a trick question and reveals why most publishers find their subscription marketing just never seems to take off.
In Circulation magazine
We publishers are very lucky to have In Circulation magazine. The Editor, James Evelegh has managed to bring the whole circulation marketing and management community together, which must be one of the toughest tasks in business publishing.
Lift circulation - talk to your readers
There are certain editorial subjects that lift copy sales. These often appear as special supplements or articles. This kind of editorial, when emphasised in your mailings, will boost response to new-business and renewal promotions.