In an article titled
American Girl Achieves Dual Mission in the October 2002 issue of
Circulation Management magazine is this quote:
A breakthrough was achieved with a stretch package (6.12" x 11.5") designed by an in-house team and written by consultant Rebecca Sterner. The outer envelope featured a colorful photo of energetic, smiling girls and copy that straightforwardly addressed parents' concerns: "Girls! You gotta love 'em. You want to help them. While everyone else is pushing them to become adults too soon, how do you push back?" This package produced huge response lifts (54 percent on gross, 34 percent on net).
See my
complete American Girl portfolio for more.
Posted by Rebecca Sterner at 12:27 PM |
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Publishers are faced with rising costs, an advertising recession, and consumers demanding FREE content. They all add up to consumers' unwillingness to pay more for their magazine subscriptions.
The November 25, 2002 issue of
Capell's Circulation Report reveals that while
newstand cover prices have risen 42% in the last decade,
subscription prices peaked in 1996. The
average basic subscription price has decreased from its high of $29.44 to $25.30 in 2001.
Virtually all the price testing I've been involved in reveals that higher prices yield lower p/l on new subcription promotions. $20.00 seems to be a really tough barrier to overcome.
One publisher said he waited 3 years for subscribers to get used to a new price above $20, but consistent price testing over those years showed that the lower price yielded more (and more profitable!) subscriptions. During the same time, he was able to raise newsstand prices, though eventually he hit a brick wall with one price increase too many, and had to scale back the price. What will happen if consumers won't pay higher rates? And why do our prospective subscribers, who eagerly pay $14.99 for a CD, $8 for a movie, or $12 for a trade paperback, refuse to pay even $3 each month for a magazine delivered to their mailboxes?
To get more info about
Capell's Circulation Report, call 1-201-652-1283.
Posted by REBECCA STERNER at 12:04 PM |
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