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MPA CareerTrack
Consumer Marketing
Best Practices: Circulation Source Evaluation
The latest analysis techniques and tools for success in strategic planning
This session will examine both the theory and hands-on application of source evaluation. Learn how to determine the most effective use of your limited resources in developing the best strategic mix of subscription and single-copy sources to support your rate base. Youll review the plusses and minuses of different source evaluation techniques and tools to help you determine which is most appropriate for your organization. All of this is crucial to efficient planning and management of every circulation department.
Calling on his twenty years of publishing experience and referencing many real life examples, Greg Jones, Magazine Publishing Consultant and Owner of Granite Bay Media, Inc. www.gbmedia.com, demonstrates how source evaluation can help you better understand the relationship between circulation operations and the rest of the publishing formula in a straightforward and easy to understand seminar.
You will learn:
Setting up priorities for your source analysis objectives
Ranking your circulation sources by profitability
Using source evaluation to test the logic of your current rate base strategy
How to look at the impact of major strategy decisions
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Strategic Modeling for Publishing Professionals
Beyond once-a-year circulation budget preparation
a discussion on the strategic use of your modeling tools
In this session we will discuss how publishers can get more than just simple budgets and rate base forecasts out of their publishing models. Much lip service is paid to the what-if uses of circulation and publishing models; however, all too often this versatile tool is used almost exclusively for budgeting or simple rate base management (OK, so there is nothing simple about rate base management but your model can do more).
So what kinds of questions can your model help you answer? What are the key leverage points in your business? What are you already doing that is different from most everyone else? What is everyone else doing that you havent thought of? How can you get more value out of the resources you put into modeling (both time and money)? These are a few of the topics we will discuss between coffee and croissants. Bring your questions, comments and experiences to share with other publishers looking for more out of their modeling too.
Calling on his twenty years of publishing experience and referencing many real life examples, Greg Jones will lead a discussion on the state of modeling tools today, what we can and cannot expect to accomplish with these tools, and how you can use what you have more effectively.
Moderator: Greg Jones, Magazine Publishing Consultant and Owner, Granite Bay Media, Inc., based in Roseville, California. www.gbmedia.com
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Consumer Marketing Today
Guest Speakers: tbd |
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Day One |
DayTwo |
Day Three |
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Introduction and Outline of Course
Assignment
Participant picks a magazine and outlines what they think the editorial platform and audience is for that magazine. Discussion on all elements of a Media Kit and their use.
Overview of Course Objectives
Publishing Strategy
1. Review of Selected Media Kits
2. Purpose of Rate Base
Consumer Marketing Overview
1. Brief Review of Glossary of Terms
2. New/Renewal Source Descriptions
Direct Mail: Dynamics
1. Creative and Offers
2. Lists
3. Cost Components: Production, Merge/Purge, Database, Postal Pre-Sorts etc.
Assignment
"Design" a direct mail piece, premium, offer.
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Assignment
Team evaluation Insert Card Creative in case study magazines
Insert Card: Dynamics
1. Placement
2. Creative and Offers
3. Cost Components
Field Trip: Grand Central Station
Review of different newsstand promotional programs
Overview of Single Copy System
1. Basic Revenue
2. Types of Distribution Channels
3. Challenges
Subscription Agency
Cash Field Agents
1. School Plans
2. Waiting Room and Public Place
3. Synapse Programs
Gift Promotions
1. New Gift Acquisition
2. Holiday and Non-Holiday Opportunities
3. Creative, Offers, Price
Team Assignment
Create a headline for an ad that pushes gifts and prepare a list of proposed placements
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Renewal Retention
Basic Dynamics and Timing
Source Segmentation
1. Creative, Offers, Pricing
2. Timing of Series
3. Telemarketing
4. Email
5. Continuous Service/Automatic Renewals
Overview of ABC/BPA
Policies and Procedures
Source Evaluations
Outline all elements and review list of assumptions for a specific magazine.
Team Assignment
Prepare a source mix plan for one of the four magazines that needs a profitable rate base of 100,000 in three years.
Circ Track Overview
Continue Team Assignment
Prepare a source mix plan for one of the four magazines that needs a profitable rate base of 100,000 in three years.
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Payments must be received prior to event. Amounts paid to MPA may be deductible as a business expense, but are not deductible as a charitable contribution. FEIN: 13-1087160.
Cancellation Policy
Full refunds will be given if cancellation is made in writing one week prior to scheduled seminar date. Seminar credits will be given anytime thereafter up until the day before the seminar. Substitutions will be accepted at any time with written notification. No refunds for no-shows. Verbal cancellations will not be accepted. MPA reserves the right to change without notice any statement in this publication concerning, but not limited to, rules, policies, fees, curricula and speakers. | 