Circulation Ad Tip #11

WHEN IS A MAGALOG THE WAY TO GO?

No doubt a magalog (usually a 12-page promotional facsimile of the magazines itself) is an expensive proposition, both to produce and mail. Especially when less costly and simpler efforts, like the professional voucher, may generate more response. But there are times when a magalog makes sense. For example, magalogs are an effective way to introduce a new magazine (or reintroduce a significantly overhauled one) because they can more easily convey the look, feel and tonality of the new approach. Even those who don't immediately respond will become informed and positively influenced and may subscribe at a later date. Magalogs are also useful for magazines that are better understood when editorial matter is actually read and experienced rather than merely described. Here are two magalogs we created for two well-known magazines that sold more subscriptions when potential subscribers could sample their wares. Both mgalogs became controls: