Circ and Audience Development Trends in 2009

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Permalink Reply by Peter Milburn on November 11, 2008 at 4:03pm

(1) In what form will publishers emerge from the financial crisis? How many will fold or drastically cut print editions? How will their AD/Circ spending be affected?

(2) Social networking (facebook, LinkedIn) widgets, apps, tools. How fast will they be adopted, what will be effective formats, offers, creative and how can I as a AD creative vendor best develop and deliver them (and make some money do so).

(3) What will publishers do in the Mobile space and will I be asked to develop mobile apps and if so what kind.

(3) Will the trend of outsourcing Circ pick up speed and will any really large publishers try it.

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Permalink Reply by Brian Snider on November 16, 2008 at 11:03am

From what I hear from my clients, finding the right mix of marketing media with declining
budgets is the key. Tactics include: smaller mail volume going to higher responding lists only;
focusing in on online "touchpoints" billing acknowledgements, e-renewals, and using them as
opportunities for an upsell--social media is a longer-term app that needs nurturing--not reliable
for short-term results--search (PPC & Organic) needs to be optimized and utilized--
some are getting a huge dividend from search---NEW MEDIA: TiVo, mobile, are viable channels-
but regardless it's a good strategy to TEST offers with online media --test email and various landing pages (cheaper and more immediate results) -- then once you know your best offer, add to print/direct mail campaigns.

The Voucher or voucher/hybrid is still the most cost-effective direct mail package for established
brands--and there are some that due much better than others --- my advice is to seek out
professionals who have a proven track record in impacting audience development efforts
with both offline and online experience --- and even though you may get this type of work
done in-house, the extra "lift" your programs get from a new outside perspective, could
far outway the small investment. Also, seek out partnerships with complimenary brands..Cheers!

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