Magazine & eMedia Publishing Professional & Social Network
POLL: Do you still subsidize your subs for increased ad rates? (non-audited consumer magazines)
...speaking just to non-audited consumer magazines here...
The traditional model has been that a large, even subsidized, subscriber base can help increase ad rates. For example, selling a one year sub for under $10 when your actual costs to print and mail that mag to a subscriber 12x a year is closer to $24, with the intention that ad and newsstand sales cover the difference.
I know one publisher who charges $30 for an annual sub (not losing any money on subs), but only has 1,000 or so subs and is totally fine with that—he lives and dies by the ad and newsstand sales.
Another publisher charges $15, effectively losing $10 per sub and has over 15k subs. Ad sales more than cover the difference, but subs have been declining and he's concerned a smaller subscriber base will also lead to decreased ad rates.
My questions are these: As a non-audited consumer magazine in 2009, do you still subsidize your subscriptions, why, and do you print a Statement of Circulation in order to mail those subs at the US Post Office periodicals rate?
Thanks for you time.
The traditional model has been that a large, even subsidized, subscriber base can help increase ad rates. For example, selling a one year sub for under $10 when your actual costs to print and mail that mag to a subscriber 12x a year is closer to $24, with the intention that ad and newsstand sales cover the difference.
I know one publisher who charges $30 for an annual sub (not losing any money on subs), but only has 1,000 or so subs and is totally fine with that—he lives and dies by the ad and newsstand sales.
Another publisher charges $15, effectively losing $10 per sub and has over 15k subs. Ad sales more than cover the difference, but subs have been declining and he's concerned a smaller subscriber base will also lead to decreased ad rates.
My questions are these: As a non-audited consumer magazine in 2009, do you still subsidize your subscriptions, why, and do you print a Statement of Circulation in order to mail those subs at the US Post Office periodicals rate?
Thanks for you time.
Tags: consumer, help, magazine, newsstand, non-audited, strategy, subscriptions
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