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I'm one the top (some say THE top) writer and designer of direct mail packages for subscriber acquisition. I've won more awards than anyone else, and my track record shows more controls over my lengthy career than anyone else. Experience, talent, and knowledge count -- especially these days when every dollar counts.
Ken Schneider's Discussions
Is direct mail dead as a source for new subscribers for consumer magazines?
9 Replies
Started this discussion. Last reply by Peter Milburn May 27.
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Greetings to all,
Hmmmmm, I don't think the DM package is in danger. I think the print publication is in danger.
Hi Ken,
Direct mail isn't dead. It's what you use and how you use it. As a consumer, I've seen many of those 6x9 inline packages show up in the mail. I've always opened them with the hopes of a lottery check being in them but the minute I see a le...
Speaking from the perspective of an agency that was built on direct mail.....
We have seen our numbers slide a great deal, but we won't abandon dm yet. It gives us a chance to gain renewals, but also introduce new offers, cross marketing, etc. I ...
Sadly, no one seems to be thinking "over time" any more: It's all about last quarter and this. It's going to require some changes (or changes *back*) at the top (among CEOs, Publishers, and the like), to encourage today's subscriber-acquisition pr...
Thanks Peter and Dick for your comments. Any further thoughts on how to educate current subscriber acquisition practitioners on how vital "real" direct mail is to a special interest title? Business models simply must be rewritten to the new realit...
Unfortunately for many of our customers direct mail is becoming a lost resource. They view print and paper costs as an area they can cut (along with the veteran staff who remember how effective direct mail was) and turn to rely on web generated or...
It seems to me, Ken - and I hope this isn't merely wishful thinking - that, as the "business model" for magazines reverts to its roots (with readers paying a larger share of the shot, and advertisers less), there'll be a regained emphasis on obtai...
Hi DiAnne:
Small world, I did the launch package for Alpinist. 4-color outer, brochure, etc. FYI: I've had packages pull 8% and better. But you're right, the editorial has to deliver. So many bad magazine ideas get funded -- and then predictably ...
Hi Ken:
I believe that DM is still viable for increasing circulation. However for business journals or newspapers the voucher works best. I would have done a glossy self-mailer for Alpinist if they had not closed. Why? because we were an archival ...
Bill Jayme. Judy Weiss. Ken Scheck. Ken Schneider (that's me.) In the boom-boom days of the late 70s and early-to-mid-80s, these were (among a few others) the go-to names if you as a circulator wanted the best direct mail package you could get. Be...
Profile Information
- Title:
- President
- Company:
- Ken Schneider & Associates
- Company Website:
- http://www.kenschneiderdirect.com
- Media Type:
- Service Provider
- Media Realm:
- Creative Agency
- Home Region:
- South West
- Past Companies & Brands
- ESPN/Disney, Meredith, Wenner Media, Time Inc., Conde Nast, Texas Monthly, Bonnier, Curtco, Hearst
- I'm Looking For:
- Friends, Networking, Business Partners, Jobs, Inspiration
- Professional Background: (Resume)
- McCann-Erickson, Ogilvy & Mather, The Richards Group
- Personal Interests
- Hiking. Camping. Writing.
- Education:
- Texas Tech University
- Relationship Status:
- Not Provided
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