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EVALUATING
CIRCULATION PROMOTION
Who needs to know about
circulation promotion?
All publishers benefit by knowing response costs and income from
their new subscription and renewal promotion efforts.
How can you find the data you need?
Fulco's reports are comprehensive,
compact and direct.
What information can we provide to
make your fulfillment effective?
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How many subscribers are responding to each type of
new-sub promotion, including direct mail, bind-in cards, subscription agencies, and other
media such as telephone marketing, conferences, etc. |
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Which offer, package, list, color, postage, timing, etc.
does best based on alternative testing against the most successful promotion to-date |
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How much immediate cash is generated to cover printing,
postage, mailing and other promotion costs |
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How much accounts receivable is generated by bill-me
orders, and how much is being collected |
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Whether credit options are worthwhile, i.e., higher
up-front returns versus write-offs and the costs for collection and copies mailed |
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Whether individual renewal efforts are doing well or
should be tested or replaced; whether early renewal efforts are bringing in a large
percentage of total response; whether more or fewer efforts should be considered |
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How many new subscriptions will be needed to replace
expires |
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How many first-time subscribers are being renewed
(converted) for each new sub effort,
and more |
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