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Magazine
Development & Launch
Product
Editorial and Design
What
do readers want in terms of editorial? How are they presently
served? What balance of articles, features, columns, and departments
are of interest to them? What editorial slant will attract them?
What mechanisms are available to build reader loyalty? Lexicon
can help you answer these and other vital questions and develop
alternative editorial approaches to provide readers and advertisers
with the best possible editorial package.
Lexicon
is also prepared to provide the design assistance you need for
success. Whether you need alternative design concepts or wish
to develop a specific design, Lexicon can guide a concept to print.
Lexicon can also provide techniques for testing the editorial
design concepts with prospective readers and advertisers.
Readership
Whether
you are launching a paid or a controlled circulation publication,
the horizon is uncertain without a clear picture of your prospective
readers. Lexicon's research services provide detailed answers to
the following:
- How
are your prospective readers described in terms of reading habits
and media preferences?
- What
are the values, lifestyles, and attitudes of individual reader
segments?
- What
are those readers' perceptions of your editorial and design
concepts?
- How
can editorial positioning and circulation building efforts take
advantage of such knowledge?
To
answer these questions, Lexicon employs a mix of tested and creative
techniques, including secondary research of published information,
personal and focus group interviewing, and quantitative research
to determine the attitudes and perceptions of readers, their purchase
intent, reading behavior or the size and projected growth of the
markets you wish to serve.
Advertising
Sales Management
Advertising
volume and revenue growth are the variables which most often determine
a publishing launch success or failure. Lexicon can assist in
answering these vital questions:
- How
do you identify and educate potential advertisers about your
unique position in the face competition?
- Where
are your best prospects? Where are they currently advertising?
- What
are the strengths and weaknesses of your competition in the
eyes of your prospective advertisers?
- How
can pre-prototype ad sales boost your launch?
- What
alternatives are available for engaging advertisers in the prototype
development and test?
- What
milestone should be established to control advertiser expectations
of your progress?
- How
can you use these to demonstrate growth before the launch?
- How
can you find, train and manage the right sales team?
In
addition to these vital launch-related issues, Lexicon can help
you develop effective selling tools, including media kits and
rate cards, as well as direct mail and trade advertising programs.
Circulation
Marketing and Systems
Strategies
and targets for promotion and sales via newsstand, direct mail,
telephone and agency must be created. Lexicon direct mail specialists
can help you design and test your direct mail pieces, test prices
and promotions, evaluate copy and ensure a high quality of materials
which accurately reflect the quality of your publication.
Lexicon
can provide the skills and expertise to ensure that your developmental
efforts are sustained through the establishment of superior circulation
fulfillment systems. We help find solutions to such critical questions
as:
- When
are charter subscription programs successful and how can they
be structured for growth?
- What
should you budget for circulation? What is the appropriate target
cost per name?
- How
can efficient procedures be established for each component of
your fulfillment process? Should fulfillment be handled in-house
of by an outside service bureau? What hardware, software or
service bureau will best serve your needs?
- How
can your circulation management and fulfillment practices enable
you to earn additional income from list rental, merge/purge
and other miscellaneous services?
Launch
Strategy
Even
the simplest of journeys needs a plan, and a publication launch
is hardly simple. Promotion of a new publication is a delicate
affair as you balance your need for information with disclosure
to the market and competitors.
Lexicon
offers a variety of techniques developed through our work on a
number of successful launches. We can assist you in building a
strategy and plan for your launch, including the goals, milestones,
timing, techniques and resources necessary for success.
Advertising...readership...editorial...design...circulation...production
...organization: all pulled together with a comprehensive launch
plan that lets you know where you're headed, how far you've come
and how far you've yet to travel. Lexicon approached is designed
to ensure a magazine launch that enjoys smooth sailing ahead.
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