Circulation

Kickstart

Garth AtkinsonPresident, Publication Partners Limited

Garth Atkinson

President, Publication Partners Limited

Garth founded Publication Partners Limited in 2000 after

several years at small and large fulfillment companies. Offering

a combination of management and fulfillment, Garth had

clients immediately after opening. Quality circulation lists and

flexible distribution strategies gives his publisher clients a

competitive edge. An example is the ability to adjust the

distribution of the magazine to seize specific sales

opportunities or conversely reduce costs as needed. Many of

his clients have list merge purging requirements and some

have a wide U.S. and foreign distribution. He works with

Heritage and U.S. postal requirements, all the audit firms and

multiple circulation systems depending on the client. The

company believes that a publisher’s most important asset is

the list of readers and what is known about them. Garth is

based in Pickering and was a past Area Governor of

Toastmasters International in the Durham region.

Garth AtkinsonPublication Partners Limited

Founded business in 2000

*Helping publishers reach their market for 16 years

*Work with Consumer, Trade and Association titles

*Strategic circulation Management & Fulfillment

*Compliance for Canada and US Postal grants

*Work with special circulation opportunities

*Increase ad income with a Valued audience

Garth Atkinson

Nothing works all the time

You need to tweak it for your situation

You won’t always agree

Graphics is not my talent

“Be where the audience is”

• Subscribers

• Newsstand Readers

• Newsletter Readers

• Event Attendees

• Social media connections

• Controlled distribution

• Potential advertisers

• Waiting Room readers

Customer/Audience

• Your audience is unique

• They have differences from any other

publication

• They like your brand

• They are candidates for your other

channels

Your Job

• Understand who the target audience is

• Find more people that fit into your audience

• Entice them to subscribe

• Make it easy to order

• Let Editorial and Advertising make them happy

• Take their renewal graciously with a nudge

• Remind expired readers what they are missing

• Keep yourself up to date with industry practices

Understand who the target market is

• Study the Media Kit

• Read the publication

• Talk to Publisher, Editors, Advertising Sales,

Customer Service

• Talk to readers

• Identify the thrill/satisfaction readers enjoy

Media Kit

• Collaboration of Editorial, Advertising, Circulation

• Your publishers description of the market that is being presented to advertisers

• May include last years statistics &/or Audit

• Sets an expectation of distribution for next year

• Your job is to achieve the expectation

Media Kit defines Target Audience

• Its not everybody• Where do they live

• What do they do / who do they work for

• Condo or homeowner

• Hobbies

• Children

• Buying habits / authority

• Ethnic background

• Age

Media Kit- audience

• Editorial and advertising is written for these people

• You need to analyse the audience. Perhaps break it into segments, perhaps rank them. The distribution may be a composite of several audiences.

What is an Audit?

• Last years statistics of what was printed, distributed verified by a 3rd party.

• Controlled audited on why they qualify

• Paid audited on how much did they pay

• Required for Heritage Canada or USA postal discounts, and it gives advertisers assurance that the magazine really does get distributed.

• Public document owned by the audit firm.

Competitors Media Kit

• Look for differences in coverage

• Compare attitudes/personality

• Audit report lets you see price points

• Look for good ideas that help you

understand what motivates the market

• Note common elements

Year over Year Media kits

• Compare this years and last years

media kits

• Looking for trends

• Growth / shrinkage in regions/markets

• Are you gaining/loosing in market

share

Your Job

• Understand who the target audience is

• Find more people that fit into your audience

• Entice them to subscribe

• Make it easy to order

• Let Editorial and Advertising make them happy

• Take their renewal graciously with a nudge

• Remind expired readers what they are missing

• Keep yourself up to date with industry practices

List Acquisition

• Wide Quality difference in suppliers

• Some suppliers analysis based on postal code.

• Some suppliers include buying history

• Some lists charge per usage others are for 1 year

• Some suppliers email others mailing

• Canada Post valid? CASL compliant

• 15% post office returns

Alternate List Sources

• Professional organizations

• Show attendee lists

• Membership benefits

• Contest entrants

• Past subscribers

• Advertiser customer lists

• Poly-bag offer in other magazines

• Unaddressed ad-mail

Your Job

• Understand who the target audience is

• Find more people that fit into your audience

• Make it easy to order

• Entice them to subscribe

• Let Editorial and Advertising make them happy

• Take their renewal graciously with a nudge

• Remind expired readers what they are missing

• Keep yourself up to date with industry practices

Make it Easy to Order

• Try subscribing using the masthead

• Phone, email, web,

• Mobile : Android & Apple

• Screen monitors are different . Are the entry points visible for various screens

• Accommodate people afraid of internet security

• Are the images current, Is there an up sell?

• Opportunity to phone if having a problem

Masthead

• Look at it!! Is it easy to subscribe?

• Make subscription number easy to find

• Do you need reading glasses to read

• Offer Internet, mail and phone orders

• Appropriate for audience (Seniors)

• Is pricing correct?

“Close early and close often”

• Should have filler ads offering subscriptions

ready to fill in gaps in magazine.

• “Call 1 800-000-1000 to subscribe”

• Get your own copy at www.subscription.com

• Sewn in cards great

• Ask for the order!!

Your Job

• Understand who the target audience is

• Find more people that fit into your audience

• Make it easy to order

• Entice them to subscribe

• Let Editorial and Advertising make them happy

• Take their renewal graciously with a nudge

• Remind expired readers what they are missing

• Keep yourself up to date with industry practices

Promo Piece

• Overall look is as important as a newsstand cover

• “Get more out of life”, “Know you look great” “Live

the adventure”

• Appropriate Cover shot or bullets with benefits the

prospect can look forward to

• Tweak for Personalities

• Clean Price

• Order placement instructions

Cover shots/or the Look

• Pick a cover shot with bullets that are

embracing benefits to your prospects

• Cover shot contains/reinforces your

reasons to subscribe

• Or create the look of a cover with a

composite of benefits

• May have more than one version (West/East)

Features and Benefits

• Features are facts Benefits are the “so what”

• Benefits (not features) motivate prospects to buy

• Check magazine cover bullets and media kit

• When connecting with readers talk about benefits

• Expert analysis so...You can make the right impression.

... You can Be Safe While Having Fun.

People love to shop

Key benefit for Canadian Magazines

We review products available for Canadians

You can actually buy the stuff in our magazine

We make shopping fun for Canadians

Enhance your shopping experience with .....

You can buy wisely/efficiently/confidently/locally

Consumer Hobby magazine

Product Reviews to help you choose the best for you

Accessories you can buy

Projects you can do yourself

Getting a better riding experience

Extend the life of your machines

Keep up to date on the regulations,

Events, Opportunities for enjoying

Getting the most out of your

Trade Magazine

• Invest wisely in inventory and equipment

• Comply with Health/labor/regulations

• Prepare for Trends (Earl’s restaurant)

• Content selected specifically the busy executive.

• Keep your job/Get promoted

• Staying on top of your industry

The Offer

• An offer doesn’t always need a discount

• 20% off versus Save $10

• “Save $5” versus “Save $5”

• Bill me? / With a paid order get a FREE pen

• Order by Oct 31 and receive Free Bonus issue.

• Guaranteed delivery of our highly anticipated Fall Catalogue if order received by July 1st

• $10 test run

Sample/Tradeshows

• Offer $5 or $10 short term subscription(s).

• Trade show samples include a permanent

stick renewal sticker on the cover.

• $20 is limit for cash

• Hand out promo code for online order

• Have Laptop on the spot ordering

• (Ask subscribers what they are looking

forward to)

Your Job

Understand who the target audience is

Find more people that fit into your audience

Make it easy to order

Entice them to subscribe

Let Editorial and Advertising make them happyTake their renewal graciously with a nudge

Remind expired readers what they are missing

Keep yourself up to date with industry

practices

Efficient Laser Labels

On label instead of: “Exp Dec 2016”

“renew now 1-888-123-4567 “

*urgent call 1-800-123-4567

*renew at www.subscription.com

“suspension pending”

“termination pending”

*Pay at www.subscription.com

Personality of readers

Different people react

differently to a promotion

Typical prospects

For different Renewal efforts

Vary Personality target & benefits

Driver

Analytic

Expressive

Amiable

DriversDecisive/quick/brief/Highlight only

One stop fashion guidance for professionals

•Dress like an industry leader

•Give your customers confidence in you

•Your Country club casual resource

(Detail is a turn off)

AnalyticsHelp them make the right decision

Lots of facts:Each issue contains (regular features)

Editorial Schedule

Credentials of writers

Awards received,

Authoritative (official magazine of)

Busy letter is comforting

ExpressiveBe noticed/out there

Fashion advice to make you stand out

Accessories that refresh your wardrobe

Make that impression on a budget

Look Great ,Feel Great.

Choose the right golf clubs

Hot looking motorcycle/bike/car

Host the best parties

AmiableSafe, fit in the crowd

Fit into the current trends

Keep up with the crowd

Don’t be left behind

Classics you can’t go wrong with

Renewal Series

• Each effort should be different

• Connect with personalities

• Vary the benefits

• Mix graphical & invoice appearance

• Last notice needs to look different:

Maybe a solid yellow notice. Or a sign.

Your subscription has terminated

Your Job

• Understand who the target audience is

• Find more people that belong in your audience

• Entice them to subscribe & make it easy to order

• Let Editorial and Advertising

• Inform them its time to renew

• Take their renewal graciously with a nudge

• Remind expired readers what they are missing

Post Expiry

• “You missed the last issue of our magazine which was packed with fashion ideas. We will extend the discounted renewal price offer sent earlier for 30 days. Of course in the future you may always call us to re-subscribe at then current rates”.

• “Consider our sister products: Facebook / Twitter / TV Show”

Audience Management is Important & Confidential

• Chief asset of a company is its

audience

• Security of list is important

• If its not in your media kit or your audit

statement it’s confidential.

Audience Manager Success

• Achieve/Exceed Media kit expectations

• Improve competitive position

• Contribute new information on readers

for next years Media Kit

• Set realistic projections for next year

P.S. Other channels

• Other channels may know little about

their audience.

• Using contest entry forms, survey

gather the information reported in the

media kit categories