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Company Sticks to Print in Order to Grow Brand
It’s no secret that many print-based news and print organizations have been transforming to digital-only content. Loss of revenue is typically the reasoning behind the attrition, but Macromark knows there are many companies that have found ways to not only keep print as part of their offerings, but have leveraged direct mail to help grow their company and generate additional revenue.
Active Interest Media publishes a group of magazines, including Yoga Journal, Backpacker, and Sail and Climbing. CEO Efrem “Skip” Zimbalist maintains that his company utilizes a print centric growth strategy to support his digital launches or events. “The magazines in each of the groups are the core,” he says. “They make everything else possible. Our objective is to make the print product grow, in circulation and in advertising.”
The strategy is paying off, and the investment in direct mail has shown response rates that are above budget while remaining parallel with direct mail response rates over the last 15 years. In other words, Active Interest Media have not experienced any decline in the effectiveness of their direct mail campaigns, despite the digital movement.
Zimbalist is actually taking his initiatives one step further and investing more in both circulation marketing and the quality of the physical magazines themselves. The upgrade in quality attracted advertisers that were long absent, but are now eager to be part of an improved product. And Zimbalist is certain that customers will pay a little extra for better-quality products, even admitting that he wouldn’t want a consumer that isn’t willing to pay extra for a higher quality.
Macromark can acknowledge that with a proper system in place, direct mail marketing can be a hugely profitable asset. We’ve shown examples time and time again of companies that have successfully implemented and executed direct mail marketing campaigns to increase revenue.
Macromark has been a major player in the direct mail industry for three decades and continues to adapt and remain strong as a leader in brokering the most dependable and cohesive consumer lists possible. We’re confident that we can continue our success and growth towards accommodating all direct mail needs.
Source:
Mickey, B., “Expanding Off of Print,” Folio web site, June, 19, 2014; http://www.foliomag.com/2014/expanding-print#.U619cpS8Dm4.
David Klein
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