17th Annual Circulation Direct Marketing Awards

Folio: The Magazine for Magazine Management, Dec 1, 1999

TRADE MAGAZINES

NEW BUSINESS SUBSCRIPTION PROMOTION--DIRECT MAIL

Controlled Circulation

GOLD

Information Week

CMP Media

Madeline Krakowsky, senior circulation director; Joan Ryan, copywriter; Ron Bortz, designer; Josephine Bitetto, senior circulation manager; and Pamela Vandernoth, assistant circulation manager

Straight from the outer envelope copy, which states, "Regular annual subscription price: $125. Your price: $0.00," this direct mail package hits you from every angle with the value of the free subscription. It's a departure from the controlled market because this is a relatively expensive package that doesn't just offer you a free subscription--it goes in and sells you on why you want it. Yet this package decreased costs per order by 19 percent, and pulled 25 percent higher than the control.

SILVER

Inter@ctive Week

Ziff-Davis

Larry Duran, creative director

Inter@ctive Week wanted to bypass traditional business reply mail options and push as many orders as possible to their online subscription site. This "Priority Code" package is particularly effective because it doesn't look like typical direct mail. And inside, the mailer simply and concisely instructs you on how to qualify for your subscription online. Essentially a very creative, cost-effective package.

NEW BUSINESS SUBSCRIPTION PROMOTION--DIRECT MAIL

Paid Circulation

SILVER (tie)

DNR (Daily News Record)

Fairchild Publications

Ronald Moyer, president, RSM Marketing Inc.

DNR's "Billboard Backer" is a graphically exciting, inviting call to action. The use of stickers and imprinting are motivational. And a reply envelope for paid orders is enclosed, along with the postcard in the clear plastic envelope, which helped boost payup 33 percent over the previous control package.

Skin Inc.

Allured Publishing Corp.

Laura Wieringa, circulation market development assistant

This direct mail package had many effective elements: Two cards are enclosed for passalong subs, for example, and it's packaged in a 6" x 9" envelope to make it standout from everyday mail clutter. But most compelling is that it includes a large four-color brochure that duplicates an issue of the magazine. The inside pages of the brochure include features and benefits of a subscription, as well as images of articles from prior issues. The last page contains testimonials from current subscribers. The back side of this brochure folds out to become a 17" x 25" poster, including details of makeovers, facial treatments and reflexology.

RENEWAL/REQUALIFICATION SERIES

GOLD

Communication Systems Design

Miller Freeman

Jennifer Schuler, circulation manager

In ifs June 1998 BPA statement, Communication Systems Design had 50,000 qualified subscribers--almost 18,000 over December 1997. The magazine employed many methods to retain as much of that original subscriber base as possible, including broadcast fax and e-mail and telemarketing. But the most effective retention tool was a series of tip covers, many with eye-catching flaps. Since December 1998, these have brought in 85 percent of renewals. A terrific example of a fun campaign that looks good and pulled well.

SILVER

InternetWeek

CMP Media

Tom Kraemer, group circulation director; Dawn Downes Cosgrove, circulation director; Brian Snider, president, GRI Direct; Laura Farrell, art director; Robyn Kahn Federman, copywriter

This wrap series employs some straightforward strategies. The first uses full-color graphics and Photo-shop collages to build brand and reinforce the need to renew. The second wrap's message is that by renewing now, you'll stop getting all these reminders, while helping out the environment. Little details such as ordering options were thoughtfully addressed here--for example, you can attach your business card instead of taking time to fill out the reply vehicle. Both wraps exceeded controls by at least 20 percent.

GOLD

Playboy

Playboy Enterprises

Phyllis Rotunno, vice president, subscription circulation; Jim Emmerich, copywriter; Joe Ricca, designer; Erin O'Mara, direct mail manager

Playboy wanted to target the younger, male adult market with a direct mail package that positions the magazine as hip and edgy by using the man who best symbolizes Playboy: Hugh Hefner. The outer envelope establishes this tone by featuring a playful photograph of Hef with the signature "rabbit ears" popping from behind his head with the headline, "Some people just know how to live." This package does a great job of playing up "hot buttons" like guaranteed lowest price and the two free gifts, which were exclusive to this offer. It got a 30 percent lift in response over the control, but more important, it has allowed the magazine to acquire more new subscribers in a critical market segment.

Circulation between 400,000-999,999

SILVER

Inc.

Goldhirsh Group

Leigh Bosch, associate circulation manager

A bold and colorful benefits-driven package that's intended to sell the magazine both online and in print. It combines three quality premiums with the value-add enticement of access to the subscribers-only section of the Inc. Web site. A terrific device on the invitation letter is a bright sticker imprinted with the exclusive section's URL. It really stands out on the letter, inviting recipients to peel it off, put it on their computers, and check cut the site.