Magazines Boost Circulation with Videos, Reader Clubs

To keep up circulation and to retain subscription rate increases, magazine publishers are turning to reader clubs, videos, and unconventional co-marketing ideas. Patricia Campbell of Times Mirror Magazines noted that magazines cannot survive without growing circulation revenues. Ian C. Thompson of T...

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Bibliographic Details
Published in:Advertising age 1992-10, Vol.63 (44), p.50
Main Author: Chase, Dennis
Format: Article
Language:English
Subjects:
Circulation
Clubs
Customer relations
Magazine industry
Market strategy
Marketing
Publishing industry
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Summary:To keep up circulation and to retain subscription rate increases, magazine publishers are turning to reader clubs, videos, and unconventional co-marketing ideas. Patricia Campbell of Times Mirror Magazines noted that magazines cannot survive without growing circulation revenues. Ian C. Thompson of Thompson, Habib & Denison said that launching a club that meets the emotional needs of customers can increase or stabilize circulation and bring in additional revenues. For example, some 80% of subscribers to Salt Water Sportsman join the magazine-sponsored club that promotes fishing and supports the environment. Meanwhile, Sports Illustrated has used videos targeting different audience segments to boost circulation, and Home Office Computing is battling its falling circulation and advertising in several ways, including a syndicated radio show to improve public relations.
ISSN:0001-8899
1557-7414