Best practice marketing
Because most publishers now have an Internet presence, direct marketing has moved to the forefront of publishing.
Once, marketing was kept as a side-show to the editorial and advertising departments of most publishers – because copy and advertisement sales pulled in most of the revenue. That old-style publishing model is changing fast …
How publishing models will change
A good marketer makes business seem simple, but it’s a rare talent. The right way to do business does not often coincide with how a publishing company is run. Intelligent people make mistakes just as thick people do, only bigger because more people believe in them.
Zen subscriptions marketing
To the novice subscription marketer, there are many possibilities. To the expert, just one …
Dealing with brokers: how to rent lists
How do you choose a mailing list? How do you choose a list broker? What are the most important things to include in your checklist? Here are the answers
Why copywriters must convey the truth
Frank Sinatra, Drayton Bird, David Ogilvy and Peter Hobday all agree: your words must be believed or they won’t sell much product
What is a subscription copywriter?
What does a subscription copywriter do? How different from ordinary copywriting is subscription copywriting? There are, broadly, two kinds of copywriters: business copywriters and marketing copywriters. A subscription copywriter must go a step further than these chaps . . .
Publishing in a recession
Now that we are in a recession, what’s the best strategy for publishers and marketers? Here’s some subscription marketing advice we gave in the Subscriptions Strategy newsletter back in January 2008:
So you think you understand your audience?
Does Cosmopolitan magazine understand?
In the TV series American Idol, thousands of young contestants audition to a tough panel of three judges. But although the show has a massive worldwide audience, do the producers have any real understanding of how to grow an audience? And for that matter, do the publishers of Cosmopolitan magazine or Mother and Baby?
Drayton Bird on selling subscriptions
Having been in the industry for over forty years, Drayton Bird has seen at first hand the best, and worst, of subscriptions marketing. In 1982 he wrote Commonsense Direct Marketing, seen by many as THE industry textbook. Here he reviews his life in subs
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.