Glamour Magazine Old Issues

Premiums and Freemium: Who does what

This article appeared in the 2005 July / August issue of Subscription Marketing newsletter.

Premiums and Freemium – Who does what? by Shira Linden

Just as in the fashion industry, the premium their hot sellers and their long-forgotten. The industry is sensitive to changes in technology, some bonuses make obsolete, and the political events that climate change impacts on the economy. Stan Konik, President of the Konik and Company, a commodity, the premium provider publishing industry for over 30 years, reports that cameras, which was once very popular, now defunct, thanks to the digital Photography. Calculator, and many electronics are also gone by the wayside, he added. Some premiums vogue just go out. Pens, for example, are now dead. Umbrellas are only on a limited basis, because the quality is not there to pay for the price point marketing – between $ 2.00 and $ 2.50 per item and decreases. "The people are perceived in search of cheap products with high value," said Konik. He reported that many want to stamp, so that its Company offers customized products as well as drop shipping. 11th September turned the premium industry on its head. "Ceased all business," said Konik. He noted Now that business is back to pre-9/11 levels, but the nature of the business has changed. Scissors and knives were popular 11 before 9 /, but have virtually disappeared, except for a magazine catering to hunters. Conversely, devices such as radios and flashlights with attached security sirens good climbers. Current Top Sellers include to incorporate the jumbo display clock with time, temperature and date, travel alarm clock with temperature, date and alarm, binoculars, radios and scan mini radios, databases (mini-computer, that PDAs), step counter, especially for health newsletters and tools such as the motorized driver screwdriver. Stainless steel mugs and travel bags are also good. Konik like Clients have seen the premium on the cover, on a 4-color buckslip and in writing. He claims that if the premium presented predominantly, Marketer, you will answer 28% lift in comparison to a non-premium mailing.

Premiums can send South Results Overall, the majority of marketers that in weighed favorably to Freemium and premiums. The exception was VNU. Neil Eisenberg, Circulation Director of VNU Business Publications, said that American artist painter before font-size used books repackaged editorial content, such as 101 tips for, as well as canvas duffle bags. When they removed the premiums about three Years was, reaction takes place. "I can not say why – I do not know if it was just luck, or answer the bonuses are not enthusiastic about our prospects," Eisenberg said.

Premiums Freemium = Business as Usual On the other hand, publications routinely use various bonuses. For over a decade, Highlights for Children has been with bonuses and Freemium in their packages for consumers as well as teachers. "We are known for our Freemium said Bill Hummel, senior vice president of marketing. "We use them as a door opener. We get lots of brand identity with that. You definitely lift response and have a high Perceived value. We create our own – they are unique and distinctive tie, and in the publication. We have quite a long time they used it much of a certain us. "The Most, though not all highlights packages and bonuses. Your gift sub offer includes a free ordered "Hidden Pictures Calendar with every subscription, a Premium refreshing that even that makes it attractive. Highlights mails a teacher's package, the label contains a selection of products to reward a teacher can in class, how.

Premiums Out, Freemium In recent years Freemium's substituted for premiums to Kiplinger. The Freemium package included in their statement the benefits, 12 Grade-A Ways to "build a nest egg for retirement," is an attractive, laminated 4-color insert. Then we went Kiplinger the lamination, and went to a lower paper weight with an aqueous layer and the results still held. Carol Lepère, Circulation Director and Associate Publisher specify they tested Freemium together with a new package. "The whole package worked like gangbusters. The Freemium does not cost much, but offers a value-added benefit subscribers have Be expected. "She recently designed the new Freemium for their upcoming mailing to Lepere keep fresh. Reports that the pension is the most popular topic of personal finance, followed by taxes. The market is changing too fast for stock tips. Kiplinger's previously cited with editorial content of their renewal promotions. They offer also editorial content bound in a soft.

Combination offer "We are not a big premium user," said Ken Godshall, senior vice president of Consumer Marketing at Hearst Communications, Inc. "We want to sell the magazine on its merits at a reasonable." But if Hearst tried to Combined sales at the Quality School Plan setting: "It increased response, as much as our attention. We wanted to attract consumers to a younger Wife, the tender was Seventeen buy and get a six-month subscription to Cosmo Girl. It turned out to be one of the biggest successes in publishing in the past Years. "A postcard mailer attracted prospective Cosmo sell subscribers with a bonus six-sub issue of Marie Claire. Good Hall indicated the combination is quite new – only 1-2 years old. He called it "smart marketing," stated that it had had some success in renewals and the reaction makes them make even more attractive. But each has its marketing coup at the bottom of this page. "We can not all the time. The limitation is that we can not make this offer continuous, only few times a year, "he added said.

Winners Rely on premiums under Hallie Mummert, writing in Target Marketing "Blockbuster Direct Mail – Secrets of the decade's most successful controls "April 2005" The largest predictor of the success of long-term control and those the burn out within two years can be boiled down to one word: gifts. Grand Control winners (257 winners Axel Andersson, whose shipments have been pursued in the decade last) offered premiums or Freemium in their efforts almost 400 percent more than their general mail counterparts. Specifically, 44.7 percent of the Grand Controls used such incentives such as name and address labels, special reports, carrier bags, stuffed animals, flower bulbs, stickers, calendars and calculators to drive the response times. "Or yet? But it was after the 2004 Study of Consumer CircTrack paid circulation magazine, premium use in direct mail offers control in 2003 fell from 41% in 2000 to 26% in, the last year that the figures were available. If the consumer magazine subscribers were in the queried CircTrack 2004 consumer survey, 58% of consumers prefer price discounts, 21% for a longer term subscription, and only 14% prefer gifts. Of those who have renewed a magazine subscription for 12 months, 64.3% were motivated term extended by a discount, 20.6%, 7.4% and 6% by donations by the editorial product itself.

The results are confirmed CircTrack Brokerage by ParadyszMatera, a leading consulting firms in the services list and the magazine publishing industry. Laliche Glenn, vice president, reported use of premium was about to bottom the consumer magazine market, fell by 51% in 2003 to 47% in 2004, though did not see all types of incentives decreases. The most common incentive bonus for payment, but has at 36% of consumer magazine promotions in 2003 and 2004. Freemium remained at 7% for both years. As expected given the growth of the hard bill-me offers packages tied voucher designed to provide incentives to increase upfront reaction (premium) declined from 9% in 2003 to only 6% in 2004. Laliche reports use of editorial product premiums versus years has not seen little movement in recent added that prior to the goods, one of the most popular products of the past year or so, the personal organizer of mailers such as Time, U.S. News & World Report and even details. Conde Nast also offers a variety of interesting fashion bags / handbags for titles such as Glamour, Lucky and Vogue.

Shira Linden is a freelance copywriter and creative consultant. She can be reached at 203 371-0654 or by email at SSL16@cornell.edu.

About the Author

SHIRA LINDEN, Copywriter/Creative Consultant 203 371 0654;
SSL16@cornell.edu

PromoWriting was founded in 1990 to provide marketing
communications support to corporations, publishers, direct
marketers, advertising/marketing agencies and trade show
organizers. Shira is a seasoned idea generator, copywriter and
promoter adept at concept development, brand building,
brainstorming, naming and positioning. Proficient in print,
broadcast and multimedia.

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