Marketing


Turning Prospects Into Customers


December 1, 2005

By Jena� C. Rubin When people agree to talk with you, it is because if your magazine makes sense, buying it makes sense. Since closing is the natural conclusion of the sale, it should be stress-free and stable.

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IdeaExchange: How to Keep Click-Throughs High in Your Newsletter


December 1, 2005

By Dylan Stableford Blogs and RSS feeds may be redefining the way Web users access and view content, and few would argue that they've eclipsed the industry-wide impact of one of the Internet boom holdovers: The e-mail newsletter. But the glut of e-newsletters is lowering overall response, as filters are becoming more aggressive than ever.

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IdeaExchange: Create a Killer Media Kit


December 1, 2005

By Bill Mickey Don't short-change your media kit. Like other products that revolve around the magazine, the media kit is a brand extension. And the media kit reaches the second of your two major audiences: Media buyers. Communicating your media brand and the mission behind it is just as important to this group as it is to your readers.

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IdeaExchange: Circ Tips That Go Straight To Your Bottom Line


December 1, 2005

By Bill Mickey Not all efforts to improve consumer marketing programs and your P&L have to be expensive, time-consuming initiatives. Cary Zel, president of circulation outsourcing firm ProCirc, says there are plenty of small and inexpensive projects, some bordering on common sense, that can have a direct effect on your bottom line, no matter what size publication you have.

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Grooves Magazine Fades Out Print, to Go Digital


December 1, 2005

By Dylan Stableford In what's quickly becoming a familiar story for niche magazines struggling with global distribution and limited cash flow, Grooves magazine, a well-regarded, 6-year-old electronic music quarterly, is shuttering its print edition in favor of an all-digital format.

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Any Ideas?


December 1, 2005

By Jim Alkon The quarterly numbers were almost out, and anyone in my position (I was the group publisher) could see we were going to be short. Always an advocate of total disclosure, I told my superiors to be prepared. My reward for this communique was predictable: "What are you going to come up with to replace the missed revenue?"

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To E or Not to E?


December 1, 2005

By John Brady The e-mail interview is a fairly recent reporting tool that can be used to upgrade editorial quickly. Though there is still some controversy (many question whether e-mail exchanges are really interviews), it is a form that is very much here to stay.

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Who Will Buy ムVerified’ Circ?


December 1, 2005

By Christopher Heun When magazine readers sit at home, do they look at the pages any differently than when they're at a doctor's office or a hair salon? Do they flip through advertising one way if they paid for the magazine and another way if they did not?

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