Guest post from Cindy Cardinal. White papers are reports usually offered as free downloads. The content is a focused topic that pertains to the creator’s business and that the downloader wants to learn more about. In return for the free white papers, people supply the hosting company with contact information, possibly some demographics. White papers [...]
In a publishing or information services company, every department has data. A lot of it. It is different formats, with a range of collected demographics, and each wants to store and use it in a variety of ways. Typical departments can include: Audience development (for the magazine and e-newsletter lists) Events Memberships Events Membership Research [...]
CONSULTANTS’ CORNER (by ESP) – May 2016 This month’s helpful advice comes from Elaine Tyson, President of Tyson Associates, Inc. You can’t overestimate the importance of renewals to magazine publishers. This should be the magazine’s most profitable source of subscription business. For controlled publications, good requalifications (renewals by any other name) insure meeting your analyzed issue objectives [...]
CONSULTANTS’ CORNER (by ESP) – April 2016 This month’s tip comes from Mike Popalardo, Principal, Next Steps Marketing in San Francisco, CA. The secret to getting more email click-thrus… If only email marketing was as easy as “If you build it, they will come” or perhaps more appropriately in the case of email — “if you send [...]
CONSULTANTS’ CORNER (by ESP) – February 2016 This month’s tip comes from Jerry G. Guttman Tips to More Accurately Forecast Revenue Here are some tips to help with budgets: 1) Rely on historical data to predict subscription revenue. Using one’s own publication, subscribers can be more reliable than other revenue sources. Budgeting has never been harder. And [...]