It Was a Good Week for Print
Yes, last week started off really well if you’re a printhead like me.
It all began, like so many stories do, with an e-mail notice from one of the 16 newsletter sites that I monitor. The link caught my attention—“highlights, four key points, drives magazines”—and the added term of “circulation” in the headline forced my finger to send the cursor over and click on the link.
The importance of this article (“Hearst’s John Loughlin Highlights Four Key Drivers for Magazines at DMA Circ Marketing Day”) was strengthened since I am participating on a panel at America East, which is considered the largest regional conference for the newspaper industry and its suppliers. So you can understand why the term “circulation” hit home.
The above link is to a story quoting John P. Loughlin, EVP and general manager of Hearst Magazines. Now I don’t know John, but I hope I will get to know him because he made my day—not in the Dirty Harry sense of course, but in a more positive way.
Loughlin called attention to four drivers vital for magazine companies to focus on: traditional direct marketing techniques; tablets and other technologies; databases and data mining; and e-commerce. He also closed the debate on “print vs. digital,” noting for magazine publishing, “The only way it works is to embrace the possibility of ‘and.’” The “and” signifying a digital and print co-existence, as opposed to the digital only vs. print only mentality.
I added the bold face to the direct mail line, but direct mail is print and that to me is a very good thing. I had read that a number of newspapers and magazines have seen an increase in subscriptions via personalized direct mail programs, perhaps the most recent being the Arkansas Democrat-Gazzette, which brings customers back using personalized direct mail. That was not the direct mail job I was referring to.