2003 CIRCULATION EXCELLENCE Awards

Circulation Management, July 1, 2003

YJ has handled direct mail exceptionally well - and during a challenging period of fulfillment house conversion, which limited the magazine's ability to execute and analyze tests. Nonetheless, revising renewal and conversion efforts invited tinkering. Longer-term subscriptions were emphasized. As a result, the average term rose 25 percent last year and renewals at birth doubled. Direct mail economics were further improved by the successful adaptation of a 6" x 8" package into a less expensive #10 package and by rolling out a higher price on list continuations by $1.00.

Improvements in YJ's Web site were compelling enough to double page views. The Web generates more than 2,000 orders per month with an impressive 87 percent pay-up.

The circulation team not only leverages the growing momentum of yoga as an exercise form to grow profitably, but also is active partnering with the magazine's advertising department on projects. One unique deal in 2002 involved polybagging a Tazo tea bag sample with the newsstand copies.

Together, these successes positioned YJ for another rate base increase - a move to 300,000 in 2003.

SILVER WINNER

DWELL Dwell LLC (San Francisco, CA)

Average Paid Circulation: 142,778 (12/02) Circulation Objective: 125,000

Consumer Marketing Director: Laura MacArthur Circulation Consultant: Marcia Newlin Newsstand Consultant: George Clark Circulation Coordinator: Brian Karo

The judges applauded Dwell's "significant growth in circulation." The magazine tripled its rate base in just over two years, from 50,000 at launch to 150,000 in 2003. In addition to achieving rapid growth, the magazine successfully focused on maintaining a quality source mix while contributing to the overall profitability of the business. It reached this aim by making increased newsstand sales a priority and building subscriptions through more cost-effective sources, such as Web marketing, gifts and out-side partnerships.

At the newsstand, the magazine focused on improving the marketing appeal of its covers, increasing newsstand authorizations, and better targeting its approach to retailers and wholesalers.

Much of Dwell's newsstand success is attributed to greater involvement in cover selection on the part of the circulation director, as well as the introduction of a newsstand consultant. In addition, draw levels were scrutinized. Increases to single-copy sales helped Dwell realize its overall goal of growing more profitable subscription sources.

Results: Newsstand sales jumped 32.3 percent from 2001 to 2002. Newsstand orders from insert cards increased by nearly the same percent as newsstand sales (36 percent). Draw for 2002 increased an average of 4.5 percent. Net newsstand revenues increased by 38.5 percent.

Regarding the Web, 2001 marked the first time Dwell used Flash technology. While the design was interesting, it was difficult to navigate and generated a high number of customer service inquiries. As a result, there was little opportunity to promote subs on the site. Early in 2002, the team developed a more user-friendly HTML site, which lifted response 39 percent over a seven-month period. Gift orders increased 283 percent during the 2002 holiday season. And customer service calls declined.