Success Story
The Task:
Help a small niche magazine knock 4 days off their schedule
Background:
The magazine and publishers association the PPA report there are over 3,000 consumer magazines published in the UK reaching 87% of the total adult population. It’s a 2.5 billion pound market The advent of the internet was supposed to spell the death of paper magazines. But whilst the national press circulations have been hit hard the magazine sector remains vibrant. In fact research shows that magazines drive on-line orders.
For smaller publishing houses with one, two or three titles it can be more difficult to achieve ROI. The three p’s paper, printing and postage have continued to rise in price. Its a sector where every reader and especially every subscriber counts. Large scale publishers can use massive economies of scale to make the books balance.
How ADM helped a small publishing house become a success story
Our client is a small publishing house with 3 publications. The magazines are available on the newsstand and to subscribers. The main magazine is published monthly and boasts a hefty subscriber list of 100,000. Each subscriber is therefore gold dust and they need to receive their magazine on time every time. It also means that each magazine must be accurately targeted and addressed. The magazine publishes around the world with significant circulations in the USA, Canada, Australia and New Zealand. Oversea mailings can be a costly area for publishers if not handled correctly.
ADMs first stage was to examine the subscriber data, the database was thoroughly cleaned, deduped and screened through all the relevant preference services (MPS,FPS,TPS), Bereavement/ gone ways and enhanced through the Post Office Address File). With the data in good shape the tasked turned to the mailing solution. ADM monitor all the mail providers daily including the post office and downstream or alternative mail service providers. We have an excellent relationship with Royal Mail offering the complete range of mail media, mailsort, CBC, OCR and walksort service. For our publishing client it means they know that each month each issue is being posted at the best cost. The savings have been substantial with up to £16,000 per issue and get the magazines to subscribers in 2-3 days as opposed to 5- 7 days.
The savings in overseas mailings were even more marked. ADM have direct access to overseas postal distribution depots. This dramatically reduces mailing times and significantly reduces cost. ADM are fully conversant with all postage marks and addresses in the formats required by international mail authorities and offer Priority, Standard and Economy international postage services. At a conservative estimate the client saved 19% their overseas costs alone.
On the production side. ADM’s laser print a carrier sheet with address and unique customer number and print the appropriate PPI (postage paid impression). An additional A5 publication is enclosed together with the A4 magazine and carrier sheet on our hi speed multi-station enclosing lines then the pack is polywrapped in biodegradable film (IS IT?) at up to 12,000 pack an hour. The whole job goes from data to doormat in 2-3 days. The client has the complete access to our job tracking reports so they will know at any one time what stage the job is at. ADM’s efficient project management (with contact at director level), data handling and significant savings on postage have meant the publisher can expand his circulation with a much improved ROI.
- ADM’s daily monitoring of the best postage solution saved ??% year on year.
- Vastly improved efficient mailing programme.
- over 80,000 magazines mailed each month.
- ?? turnaround.
- Cleaned and segmented database.
- Daily contact at Director Level.
- Fully transparent reporting structure with on going job status reports.
- Allowed client to reach US, Canadian and Australian subscribers at a fraction of the cost.
Whether you are publishing 5,000 or 500,000 magazines ADM can improve your ROI both to UK and especially to overseas subscribers talk Julie Ray today.