With the sharp decline in advertising revenues, consumer revenues have become the focus in ensuring a magazine’s financial viability. When planning campaigns, deciding subscription prices or evaluating new sales channel opportunities, your goal should be to make money with every sale, before ad dollars, if not the first year, at least over the lifetime of the subscription.
This Hotsheet is a simplified approach that does not get into as much detail as traditional direct mail campaign analysis but ensures that you have a good grasp of what it costs you to add a subscriber to your file.
By Catherine Louvet, Magazine Circulation Consultant.
