Circulation
Marketing
Circulation
Strategy
Far
too often, publishers take the single approach to circulation
building, failing to benefit from the large variety of available
tactics. This is where Lexicon's circulation services begin providing
our clients with a host of proven tactics. Our approach to circulation
is based on the recognition that the range of strategies is limitless.
Our philosophy is that there is no "unique solution."
Instead, we concentrate on finding the most suitable solution
for you.
While
counter-intuitive on the surface, Lexicon has assisted publishers
seeking to lower their reader base; in some situations, a carefully
managed circulation decline can better serve a publication's goals
by enhancing the "quality" of readers, while raising
the subscription price or advertising CPM's. We assist publishers
who select a circulation strategy which seeks enhanced profits, whether this is achieved by growth or shrinkage of the reader
base.
Having
selected circulation goals, publishers and circulators face an
array of decisions critical to any circulation strategy. Plans
and budgets must be developed and reviewed for their realism,
consistency, and ability to deliver. Strategies and targets for
promotion and sales via newsstand, direct mail, telephone and
agency channels need to be selected. Processes for fulfillment
and subscriber services must be chosen, tested and made fully
functional.
Circulation
Optimization and Conversion
Lexicon
can assist in your effort to increase circulation. We review and
redirect programs designed to gain new subscribers, enhance renewals,
extend subscriptions or ensure acceptable pay-up.
Our
assistance can include strategies designed to respond to respond
to competitive launches or competitive repositioning. Many publishers
have used Lexicon's approach for multi-title marketing to build
circulation in a manner that avoids in-house competition.
Publishers
have enjoyed the benefits of Lexicon's experience in both controlled
and paid circulation. Whether you need to develop an entire program
for controlled circulation or simply design a form to qualify
readers, Lexicon brings a variety of tested approaches to help
ensure success. We have helped clients to convert from controlled
to paid circulation or maintain a stable mixture of controlled
and paid subscribers.
Promotion
and Direct Marketing
Lexicon
can provide the skills necessary to promote and market your publication.
We can help you design comprehensive direct mail programs, list
enhancements, and database construction for proprietary list development.
We
have specialists who can help design and test your direct mail
pieces to ensure that highest quality package is used to accurately
reflect the quality of your publication. To these resources we
add a wealth of techniques to help you select and test prices,
terms, promotions and premiums.
Alternate
Channels
Lexicon
recognizes the frustration publishers face when trying to master
the use of newsstand and agency subscription sales. While these
channels present significant difficulties, Lexicon has helped
many publishers use them strategically to enhance their circulation
building activities.
Whether
you are looking for a short-term boost, seeking a feeder system
for long-term renewals or depend on newsstand or agency sales
as your circulation lifeblood, Lexicon brings a base of experience,
skills and techniques to help you meet your sales goals in these
challenging channels of distribution.
Circulation
Modeling and Forecasting
At
Lexicon, circulation is considered part art, part science. Creativity,
style and innovation are well directed within the promotion and
marketing arenas of circulation. In the financial sphere, Lexicon
brings a hard-nosed, dollars-and-cents approach to making
investment decisions, selecting and installing software for circulation
modeling, or developing a permanent budgeting process.
Strategy...tactics...details:
Lexicon can provide a comprehensive mix of skills and experience
to help you to strengthen the heartbeat of your magazine's circulation.
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