The Advocate Revamps, Offers New Low Price

Circulation Management, April 1, 2003

A late December mailing from The Advocate, the weekly national lesbian and gay newsmagazine, fulfilled two popular New Year's resolutions: slim down and get a makeover. The glossy 6" x 9" test package's introductory direct mail price dropped 25 percent, to $29.97 for 26 issues (from $39.97 for the same issue count, where it has hovered for the last few years). The "New Low Price" is trumpeted in a red burst on the front of the outer, and the attractive soft offer of three free issues included in the one-year term remains.

The copy and design were revamped and rolled out last September with a new aspirational call to action. The tag line "Expand Your World and Your Life" is accompanied by artwork of the planet Earth, which reinforces the globally conscious tag line and emphasizes the connectedness of the lesbian and gay community to the community at large. This creative approach contrasts with those from the recent past. Throughout 2000 and 2001, The Advocate mailed flat, two-color pieces that focused on difference ("Unique...Individual...The magazine you were born to read") and what separated Advocate readers from everyone else ("Nine out of 10 readers aren't hip enough, aware enough...").

"The Advocate's package keeps evolving," says John Knoebel, president of circulation consultancy Triangle Marketing Services, which contracts with the magazine. "We wanted to find a different way to present the magazine, and determined last year that the global creative approach resonates more with readers. With the higher pricepoint of $39.97, response to the package was up about 0.5 percent net, which is significant."

How reducing price will affect response is still unknown. "As expected, we're seeing higher gross," says Knoebel, "but it's too early to say anything about pay-up. We've aggressively tested premiums in the past, which didn't make much of a difference, so perhaps lowering price will be even more effective."

Seen in the Mail items are identified and researched by MarketRelevance.com , an online direct mail and email promotion-tracking resource offered by ParadyszMatera. CM staff conduct the interviews.