Magalog Launches Men's Health Best Life

Circulation Management, May 1, 2004

Rodale Press does very well with magalong subscription promotions. So it is no surprise that the company chose a magalog to launch its spin-off, Men's Health Best Life, officially launching (with rate base) May 11.

To gauge reader interest, three newsstand tests were done - in Nov. 2002, May 2003 and Nov. 2003.

The newsstand specials sold between 120,000-140,000 copies each. "We were very encouraged by that," said John Phelan, consumer marketing director, Men's Health and Men's Health Best Life.

"We test 6 to 8 creative approaches a year for Men's Health," said Phelan, "and the magalogs have been unbeatable."

The magalog for Best Life has a soft offer, risk-free trial, offering four editorial premium booklets on order. "Gross response has been high relative to other launches," says Phelan. A second drop goes out in May.

While the magalog is working well, Phelan is taking a panel of 25,000 from the universe to test promoting subs by sending a complete issue.

"It's considerably more expensive, but we hope that response will be greater," said Phelan. "People are busy and they might respond better to the actual product rather than a lengthy description about it."

Men's Heath Best Life covers time and money, the male mind and body, food, wine, women, and style.

Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion-tracking resource offered by ParadyszMatera. General Editor Barbara Love conducted the interviews.