Creative Ways to Find New Readers

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Creative Ways to Find New Readers

• Nancy Small, CEO Eating Well, Inc.
• 2005 MPA-IMAG Leadership Conference
• June 27, 2005

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Creative Ways to Find New Readers

• Who are they?
• Where do you find them?
• What are your Needs Objectives?

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Who are your readers?

• Describe your typical reader
• age, income, gender, education level, children in
  HH, geographic location, home ownership
• buying habits-products, services, channels,
  brands
• usage patterns-recency, frequency, dollars spent

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Where do you find them?

• Look internally
• Identify your assets
• Databases
• subscribers
• buyers
• expires
• bad pays
• donors
• coas
• e-customers

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Where do you find them?

• Look internally
• Identify your assets
• Content stories
• Content databases
• Photography
• Staff expertise and facilities
• Authority

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Where do you find them?

• Look externally
• Identify your relationships
• Advertisers
• Retailers
• Editorial events, organizations, institutions
• Catalogers and websites
• Events
• Non-profits

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Define Your Needs Objectives

• Cash or profit driven?
• Advertising or circulation driven?
• Circulation growth or maintenance?
• Revenue or margin?

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Cash or Profit Driven?

• Cash-driven (short-term)
• Sell multiple year terms
• Early renewals
• Contain acquisition costs
• Profit-driven (long-term)
• Direct-to-publisher sold
• Higher converting/renewing sources
• Auto-renew/auto-bill
• Lifetime Value/source evaluation

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Advertising or Circ Driven?

• Advertising Driven
• Audience
• Demographics
• Psychographics
• Buying Habits and behaviors
• Publishers Statement/Audit
• Rate Base/paid circulation
• Average price
• Channel of Sales
• Arrears
• Direct-to-publisher/sponsored/agent/public place

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Advertising or Circ Driven?

• Circulation Driven
• Profit per sub
• Lifetime value
• Ancillary revenue streams
• Source quality
• Offer, price, term, copy, creative
• Conversion/Renewal rates
• Maximizing every contact

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Circulation growth or maintenance?

• Fixed pools
• Insert cards
• Gifts
• Conversions and Renewals
• Flexible volumes
• Direct Mail
• Agents
• Internet
• Partnerships
• Public place

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Revenue or Margin?

• Building revenues
• Direct mail
• Internet
• Gifts
• Inserts
• Managing margins
• Public place
• Partnerships
• Agents
• Conversions and renewals

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Redefine your business

• Magazine publisher or content provider?
• Formats
• Print-magazine, SIPs, annuals, books,
  newsletters
• Digital-website, databases, enewsletters, portals
• Events-consumer, trade
• Broadcast/video

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Redefine your business

• Magazine publisher or content provider?
• Markets
• Consumer
• B to B
• Education
• Custom publishing
• Product Licensing

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Test, Test, Test

• Steal smart
• Test Often
• Read results
• Rollout
• Do it again!