Solve the secret to marketing in 2012
Marketing is a discipline full of secrets. Secrets that take years to learn. And unless it finds a solution, a company will lose that knowledge when the key marketing person leaves (as they always seem to do).
How to ensure your new venture succeeds
The success of a website or other publishing venture is based on two things which should be, but are not a contradiction …
Accelerated direct marketing
Have the principles and rules that govern the process of direct marketing changed with the internet?
Peter Hobday
Peter Hobday, subscriptions copywriter and founder and managing director of Subscriptions Strategy, runs his own successful publishing company – and so keeps up with what works in today’s rapidly changing marketplace.
EADIM - how subscription marketing builds repeat business
Delegates to this year’s EADIM direct marketing conference loved the idea of using a free newsletter subscription to capture and convert visitors to their website. They wanted to build all those enquiries into paying customers.
PPA Customer Direct awards: what a shame!
If the Periodical Publishers Association were awarding prizes for fiction, Julian Barnes wouldn’t have won. Sounds amazingly unfair, but it’s true. The PPA award would not have gone to the author, but to Jonathan Cape, the publisher.
What has the Economist got to do with fish?
If you don’t explain what’s special about your product, how
can you expect to attract long-term readers? How can you expect
them to pay a reasonable rate for a subscription? People pay for benefits and you should charge what your words are worth.
Is your MD a direct marketer?
Debates about the future of publishing rage on. But no one is confronting the major issue: today’s publishing MDs are no longer fit for purpose.
Where subscription marketing goes wrong - part 2
Why do most publishers fail to offer any kind of on-going customer service? Only 30% of the top magazine websites actively encourage you to register. ..
Why aren't publishers marketing ?
What happens when you visit a main media website? Most won’t even bother to ask for your name and address. Even if you subscribe they are unlikely to try and sell you another product.