It might not come as much of a surprise, but media buyers have a pretty dim view of multi-packing. MediaCom’s Charlotte Goddard explains why bundling two or three titles together at retail is bad for media buyers, advertisers, and also, ultimately, f
In 2010, the Times caused shock waves around the industry when it started charging readers for digital content. Three years on, other newspapers are beginning to wonder if charging might indeed be the way forward. Mark Billige looks at some of the my
The PPA held its annual Customer Direct conference and awards at The Brewery on Wednesday. Martin Maynard was there, taking notes.
On 11 October, iSUBSCRiBE invited some of the UK’s leading subscriptions marketers to a round table event looking at how subscriptions departments were coping with the transition to digital. James Evelegh took notes…
As publishers, we either sit on, or have access to, vast data sets, which, if manipulated efficiently and imaginatively, present considerable commercial opportunity. Yet, the size and complexity of the data pool and the shortcomings of existing platf
The 57th Distripress Congress, which took place in Glasgow at the beginning of October, kicked off with the Forum Day. Distripress managing director David Owen summarises the main talking points from the various sessions.
If ALL your correspondence is electronic, then this article is not for you. But if, like many publishers, you still print and mail a proportion of your correspondence direct from the office, then read this very carefully – considerable savings could
What are the best DM copywriting techniques, and how do they translate to the digital domain? asks copywriter, Andy Maslen. The answers may surprise you.
With a few notable exceptions, the recent ABC results made pretty gloomy reading. Yet, writes Jamie Higginson, there are reasons to be cheerful.
Digital media, cloud crunching, analytics and the ability to marry up different data sources are revolutionising how media owners can measure who is reading what content, when, where and how often. Carolyn Morgan looks at the growing importance of da
Rufus Olins, CEO of Newsworks, warmly welcomes next week’s launch of NRS PADD, which he describes as a giant leap for newsbrands. Combined readership figures have landed.
The debate over how to report digital edition circulation has been hotly contested over the past decade, and the arrival of enhanced editions, as opposed to replicas, has added a new dimension. Future’s group publishing director, Nial Ferguson, gives
Many publishers say that their titles “include…”. They should say “give you”. Some use humour when they should be selling. Still others refuse to use copy on outers. They’re making mistakes, says Andy Maslen, that could be avoided.
When writing copy, it can be helpful to visualise an extremely sceptical prospect. That way, you won’t allow any lazy assumptions to sneak into your work. Here are twelve ways in which you can add instant credibility to your subscription copy.
How often do you test? Never? Once in a blue moon? All the time? The right answer is the latter, but for too many publishers, testing is something they never quite get round to doing. Which is a shame, because it will be costing them money…
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