RICHARD RICCELLI, INC. Direct Response Advertising for Subscription Marketing Success
THE MAGAZINE WRAP THAT TURNED FREE ISSUES OF THE WEEK INTO PAID SUBSCRIPTIONS
1. Front Cover
Isn’t the essence of a free offer the belief that a high-quality magazine is its own best promotion? For THE WEEK the answer was yes.
2. Inside Front Cover
That’s why this entire promotion is simply a wrap that covers complimentary issues of THE WEEK which are sent to lists of particularly good prospects.
3. Front Gatefold
Everything typically found in a direct mail subscription promotion is included. There’s a gift when you reply. Another when you buy. Even a deadline that motivates you to act quickly.
4. Inside Back Cover
Putting a sample issue in a prospect’s hands — and wrapping it with a promotion that demonstrates its unique value — is a powerful way to overcome skepticism toward advertising.
5. Back Cover
If you are considering doing a subscription promotion like this, remember that few magazines sell themselves. And inartfully promoted free issues go from “I didn’t ask for this” to “I don’t want this” in an expensive New York minute.
How to avoid that trap? Frame your free offer as a limited privilege, not a general giveaway. And require prospects to confirm their interest before continuing to comp. It's the lesson of THE WEEK, proving McLuhan was right: The medium is the message.