recognizing circulation professionals and their creative teams for their ingenuity and success in finding better ways to attract and keep subscribers.
TRADE MAGAZINES
NEW BUSINESS SUBSCRIPTION PROMOTION--DIRECTMAIL
PAID CIRCULATION
Medical Economics
Medical Economics Company Ken Tutoro, group circulation manager; Christine Shappell, circulation manager. From GRI Direct: Brian Snider, president; Laura Farrell, art director; Tara Denninger, graphic designer Medical Economics designed a unique billboard-style self-mailer with a double postcard to reach new subscribers. Utilizing personalization on the front and back, and employing an interactive sticker that outlines the savings and gifts of the offer, this creative piece increased net orders by 12 percent.
NEW LAUNCH
Nature Immunology
The Nature Publishing Group Phill LoFaso, vice president, marketing and circulation; Mark Tesoriero, manager, new product development; Dave Mekeel, assistant manager, new product development. From GRI Direct: Brian Snider, president; Laura Farrell, art director; Tara Denninger, graphic designer; Jill Shtulman, copywriter
Nature Immunology wanted to lure charter sub-scribers before its launch date. The large size immediately calls attention to the package. Inside, the editor's letter and a colorful brochure explain the publication, outline the benefits and highlight the charter subscription savings. This promotion beat the target goal and brought in 674 new subscribers.
ALTERNATIVE SOURCES PROMOTIONS
eWeek
Ziff Davis Media Inc.
Larry Duran, creative director
The plain white, invitation-size envelope with a first class stamp on it screams, "Open me!" as if it were a personal invitation. Inside, the cryptic card with only a two-toned URL, "www.willyouqualify.com, "intrigues readers to go straight to the Web to register for a free one-year subscription. This cost-effective package brought in readers with a significantly higher involvement in target areas, and a higher percentage qualified to receive eWeek.
INTERNET MARKETING
Upside Magazine
Upside Media
Gail Egbert, vice president of circulation
Upside turned to the Internet to rejuvenate requalification and boost new business. Adding a qualification page to its Web site, it grew new-business acquisitions from zero to 40 percent Though the Web site has a permanent subscription page, it also runs banner ads, which draw new readers and add a fresh look to the site. Upside also sends e-mail blasts, always with an opt-out policy, for renewal efforts, which typically have a 3 to 4 percent response rate on requalifications.
CONSUMER MAGAZINES
NEW-BUSINESS SUBSCRIPTION PROMOTION--DIRECT MAIL MORE THAN ONE MILLION CIRCULATION
Playboy
Playboy Enterprises
Phyllis Rotunno, vice president, subscription circulation
Playboy used an eye-catching, cost-effective double postcard to increase net response. The bold red, yellow and black cover highlights the offer of 12 magazines for a dollar each. With a money-back guarantee and clear benefits, Playboy makes an offer that's impossible to refuse. Personalization and an interactive sticker seal the deal. This smart package beat control by 43 percent net to rental files and 47 percent net to houseflies, and thereby helped offset the cost of producing the larger package.
CIRCULATION BETWEEN 400,000-999,999
Hearst Magazines
Marie Claire
Robert J. Paratore, senior promotion manager; Constance Skedgell, copywriter; Martin J. Davidson, designer
Marie Claire's direct mail package presses all the right buttons. Without seeming cluttered, the letter, roll brochure and order form all tie into the editorial, highlighting the magazine's benefits. The dollar-an-issue subscription price and Fast 50 gift encourage a speedy response. This package boosted percent payup by five points and increased two-year orders by seven points.
CIRCULATION UP TO 399,999
Natural Health
Welder Publications, Inc.
Dena Spar, director, subscription promotion Right from the envelope, with the natural-brown paper stock and a compelling tagline--"Take control of your health ... naturally"--Natural Health's direct mail package grabs the target audience. Once inside, readers are treated to health Guru Andrew Weil's favorite dessert recipe, a colorful brochure and an easy-to-read letter from the editor outlining the magazine's benefits. interactive stickers offer a free issue and a copy of Natural Health's popular 99 Home Remedies booklet. This campaign increased paid circulation by 48 percent in net growth and increased visibility, attracting "out of the box" lists with large universes.
NEW MAGAZINE LAUNCH DIRECT MAIL
CosmoGIRL!
Hearst Magazines
Peggy Greenawalt, president and creative director, Tomarkin/Greenawalt, Inc.
Hearst wanted to spread the word about its new teen magazine with a big-sister tone even mothers would appreciate. The envelope's showthrough windows, displaying cool "Fashion Diva" and "Guy Magnet" stickers, ensure that it will not go unopened. The vibrant pinks and purples, and the self-effacing editor's note, appeal to the exact age group. All of the components, especially the brochure, effectively reinforce the offer of a riskfree issue, with free prizes and more stickers. This bright, fun package is enough to make you wish you were in the throes of adolescence again.
RENEWAL SERIES OR SINGLE EFFORT
MORE THAN ONE MILLION CIRCULATION
Prevention
Rodale Inc.
Linda Rutenbar, creative account manager; Beth Rexroad, copywriter; Mark Van Tine, designer
Prevention must sustain a 3,000,000 ratebase, and it depends on renewed subscriptions to achieve that. For its 50th anniversary, the magazine offered its lowest renewal rate in 10 years, plus two free gifts and the chance to win a computer and free Internet access. This golden campaign beat the magazine's average response effort by 30 percent. Nearly half of the renewals included cash with the orders, and the overall payup was over 90 percent.
ALTERNATIVE SOURCES PROMOTIONS--OTHER
Christian Science Quarterly
Christian Science Publishing Society Carol Humphry, circulation/marketing manager; designers: Brian Zipp and Michael Foilb
To reduce the volume and cost of telephone inquiries to customer service, Christian Science Quarterly onserted an easy-to-read, tri-fold Subscriber Guide onto all U.S. subscriber copies of its third-quarter edition. The adorable, creative guide offers information on delivery schedules and address change and renewal procedures, and provides a gift subscription form. The results: 20 percent reduction in call volume to customer service, $25,000 annual savings on telephone calls and replacement issues, and $28,000 gross new subscription orders received.
SWEEPSTAKES
Reader's Digest
The Reader's Digest Association, Inc.
Dawn Zier, marketing director
Reader's Digest has had a winning sweepstakes package for years. This year, it wanted to reduce the cost of its direct marketing promotion, while leveraging its strengths. First, it moved to a more official "flat-sized" OE with third class postage. Inside, it creatively showcased the contest by positioning stacked prize tickets up front. With interactive stickers and scratch-off panels, this package captivates readers. This successful promotion reduced CPM, thereby enabling a broader mailing, increased net subs by 20 percent and improved campaign profits by almost $2 million.
GIFT SUBSCRIPTIONS AND/OR RENEWALS
Men's Health
Rodale, Inc.
Lori Magilton, account manager; Vicki Miller, consumer marketing manager; Rose Wagner, account executive; Susan Supina, copywriter; Mark Van Tine, designer
To boost gift subscriptions, Men's Health created an alluringly interactive bind-in and coupled it with a compelling ad. Sfrategically pasting the order card over a seemingly nude woman is a great way to get the card into the reader's hands. The bind-in's flipside promotes the free gift of Men's Health Guide to the New Millennium by offering highlights from this irresistible booklet. The gross response beat the control by 11 percent, and yielded a net of 18 percent.
INTERNET MARKETING
Yahoo! Internet Life
Ziff Davis Media Inc.
Larry Duran, creative director
From banner ads to Shockwave order forms, Yahoo! Internet Life made the Web its primary source for subscriptions. The embedded form on the magazine's home page lifted payup 60 percent by getting in front of 100 percent of its customers. The magazine also targeted specific demographics by linking a subscription form to popular features, delivering a 50 percent increase over its current winning control. And to boost lift by 25 percent, the form employed an auto pop-up screen on exit. Offering online premiums, Yahoo! Internet Life gives instant gratification while obtaining payment more quickly and eliminating the production and delivery costs of hard premiums.
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