For magazine publishers, media companies, information services companies—whichever moniker you go by–2015 has been a challenging year for magazine audience development. Response rates have dropped, and there is more demand for data about subscribers that they do not want to share.
It’s time for 2016 budgeting and planning for many companies. I think we should consider flipping many of the marketing plans upside down, act differently to improve results in 2016.
Here are some ideas I have that you can incorporate in your 2016 marketing efforts:
Today’s brands are multi faceted, including other components such as magazines, enewsletters, events, website membership and downloads, and research. Oftentimes, the audience development budget is still subscriber-focused (especially if the magazine is BPA or AAM audited and/or has periodicals mailing privileges).
If that holds true for your brand, it’s imperative that 1—magazine subscribers help support the entire brand and 2—“owners” of all the brand elements work together to help find invested, active users. Make sure your audience development guru know all the segments you are trying to reach.
The journey continues.