Marketing & Circulation
Dennis O'Brien, Vice President, Circulation, The Taunton Press
Ken Sheldon, Director, Circulation, New York Magazine
The Taunton Press
• Publisher of 5 Special Interest Magazines– Fine Cooking, Fine Gardening, Fine
Woodworking, Fine Homebuilding, Threads
• Specials – including Fresh, Container Gardening, Wood Turning
• Books - Quick Fix Meals, Robin Miller• DVDs & CDs• Pay Web Sites – Finewoodworking.com &
Fine homebuilding.com
Circulation @ Taunton
• Subscription Sales
• Newsstand Sales
• Direct Marketing– Books– DVD, CD– Specials
• Web Audience
Marketing & CirculationWho’s driving this bus?
Is circulation delivering the readers to match your market positioning?
Or are you forced to massage your numbers?
How can you get these teams on the same page?
• The marketing function is increasingly at the critical center of any publishing enterprise. Keeping your marketing team in sync with Circulation is key to reaching and retaining both readers and customers, building your brands and growing your revenues.
• How can Circulation collaborate with Marketing to add value and extend reach?
Communication!
Communication
Why is it so difficult?
• # Hours in the day
• Volume of promotions
• Increasing number of products
• New channels – web, e-mail, e-letters
• Increasing complexity of promotions
Touch Points
Providing a Forum for Communication• Planning/Budget• Execution
– Program Plans– Initial Creative Review– Loops/Reviews
• Information Sharing– Reporting/Analysis– Post Mortem
Keys to Success
• Clearly defined roles & responsibilities
• Streamline Process
• Leverage expertise of each group
• Proactive communication
• Maintain touch points
• Sharing results
Role of Circulation
Direct Marketing Expertise
• Acquiring and retaining of customers without the use of intermediaries.
• Develop a relationship with customers
• Recording and analysis of data
• Use of analysis to develop marketing strategies
Role of Marketing
• Brand Stewards
• Provide Clear & Consistent Direction– Budget through Execution
• Maintain Communication– Editorial– Advertising– Circulation
• Leverage Expertise
Success in Direct
Requires the successful combination of:
• Message• People – Target Market/List• Price/Offer• Format
The effectiveness of direct efforts are improved through the inclusion of the Marketing – This in turn will extend the reach of the publication.
Marketing
Message• Product differentiation - a distinct identity
that is not represented by another brand• This can be the difference between
success and failure - helps break through the clutter by providing a clear, focused and consistent message
• Must be important and meaningful to consumers
Marketing Value Add
• Package– Message– Presentation (Package)
• List– Response or Compiled– Market Intelligence
• Offer– Product features and benefits– Pricing
• Format
Marketing
• Message– Does it effectively represent the product being offered?– Does it speak to the target audience?
• Market Intelligence– What lists make sense?– Partners, Affiliates, Contacts?
• Product/Brand Expertise– What makes your product unique?– What are the features and benefits that will sell?
Responsibilities
Marketing Circulation
Planning Shared Goal Setting
Direction Clear across departments
Consultative
Execution Brand
Message
Direct Marketing Expertise
Reporting & Analysis
Market Place Expertise
Campaign Analysis & Commentary
Advertising
Marketing as liaison to Advertising
• Looks for partnership opportunities between advertisers and Circulation
• Collaborates with circulation to develop promotional opportunities for advertisers including contests and premiums that benefit both advertisers and subscription sales
Examples
• Advertiser Partnerships– White Flower Farms & Fine Gardening– Sawyer Brook & Threads– Delta Porter/Cable & Fine Woodworking
• Contests– Single Board Build Off– Wood Turning Sweepstake
• Premiums
Building E-Mail File
• Currently 20-30% email coverage for active subscribers
• Contests
• Request on renewals and invoices
Editorial
Marketing as liaison to Edit
• Loops creative as necessary
• Work closely with magazine editorial on product positioning
• Provide edit with market analysis and insights
• Drives new product development
Expanding Product Offering
• Ongoing SIP program • Newsstand success• Direct sales to
existing subscribers• Reaching new
customers!• Provides entry point
to the Fine Cooking brand
Product Collaboration
• Digital product
• Capitalize on existing relationships
• Direct success
• Long tail
• Repurposing
Online
• Up selling print subscribers– Cover wraps– Inserts– Renewal inserts
• Use of direct channel to drive traffic
• Merchandising site to sell print subs
Summary
• Collaborate on goals
• Leverage expertise
• One project “owner”
• Maintain touch points
• Analysis
• Review results together
Marketing & CirculationWho’s driving this bus? – Marketing
Is circulation delivering the readers to match your market positioning? – Clear direction and communication - YES
Or are you forced to massage your numbers? – Nope How can you get these teams on the same page? - Absolutely, set the ground rules, empower each member of the team, and maintain your touch points.
Thank You