Business Services Industry
Rate Base Panics? A Circulation Manager's Basic Checklist.
Target Marketing, March, 2000 by HAEGELE, KATIE
After years of sweepstakes-sold subscribers, the roof has finally fallen in. State attorneys general are all over American Family Publishers (APP) and Publishers Clearing House (PCH) for deceptive advertising practices. And since these firms are up to their eyeballs in legal bills and multi-million dollar settlements, they are mailing fewer offers. In fact, APP is currently in Chapter 11 and Time-Life is considering whether to fold it.
What's more, the wording in future sweepstakes mailings will be so diluted by congressionally ordered disclosures, they will totally lose their punch. Right now, sweeps-sold acquisitions are off between 30 percent and 60 percent. APP and PCH have cut backonmailingsbyasmuchas8opercent. As a result, magazines that miss their...
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