MONEY - MAKING NEWSLETTER (s) page 6 of 6 |
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Subscriptions were and how to get them and when to sell them.. |
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| Direct
mail agencies such as Publishers Clearing House can be a very lucrative
source of new subscriptions, in that they mail out more than 60 million pieces of mail
each year, all of which are built around an opportunity for the recipient to win a
gigantic cash sweepstakes. The only problem with this type of subscription agency is the
very low percentage of the total subscription price the publisher receives from these
subscriptions, plus the fact that the publishers are required to charge a lower
subscription rate than they normally charge. There are also several agencies that offer Introductory, Sample Copy and Trial Subscription offers, such as Select Information Exchange and Publisher Exchange. With this kind of agency, details about your publication are listed along with similar publications, in full page ads inviting the readers to send $10 or $20 for trial subscription to those of his choice. The publishers received no money from these inquiries - only a list of names of people interested in receiving trial s ubscriptions. How the publisher follows up and is able to convert these into full term, and paying subscribers is entirely dependent upon his own efforts.
Most major newspapers will carry small, lightweight brochures or oversized reply cards as inserts in their Sunday papers. The publisher supplies the total number of inserts, pays the newspaper $20 per thousand for the number of newspapers he wants his order form carried in, and then retains all the money generated. But the high costs of printing the inserts, plus the $20 per thousand for distribution, make this an extremely costly method of obtaining new subscribers. Schools, civic groups and other fund raising organizations work in about the same manner as the cash-field agencies. They supply the solicitor and the publisher gets 25% or less for each new subscription sold. Attempting to sell subscriptions via radio or TV is very expensive and works better in generating sales at the newsstands than new subscriptions. PI (Per Inquiry) sales is a very popular way of getting radio or TV exposure and advertising for your newsletter or other publication, but again, the number of sales brought in by the broad cast media is very small when compared with the number of times the "invitation commercial" has to be "aired" to elicit a response. A new idea beginning to surface on the cable TV scene is "Products Shows". This is the kind of show where the originator of the product or his representative appears on TV and gives a complete sales presentation lasting from five minutes to 15 minutes. Overall, these programs generally run between midnight and 2 AM, with the whole program a series of sales presentations for different products. They operate on the basis of the product owner paying a fee to appear and show his product, and also from an arrangement where the product owner pays a certain percentage from each sale generated from this exposure. Newsletter publishers often run exchange publicity endorsement with non-competing publishers. Generally, these endorsements invite the reader of newsletter "A" to send for a sample copy of newsletter "B" for a look at what somebody else is going that might be of especial help, etc. This can be a very good source of new subscriptions, and certainly the least expensive. Running ads in the Mail Order Ad Sheets is not very productive, either in terms of inquiries or sales. About the best thing that can be said of most of these ad sheets (and there seems to be a million of them with new ones cropping up faster than you can count them) is that your ad in several of them will let other people in on what you're doing. You will be able to keep track of a lot of the people trying to make a place for themselves in the mail order field. Last, but not least, is the enlistment of your own subscribers to send you names of people they think might be interested in receiving a sample copy of your publication. Some publishers ask their readers to pass along these names out of loyalty, while others offer a monetary incentive or a special bonus for names of people sent in who be come subscribers. By studying and understanding the information in this report, you should encounter fewer serious problems in launching your own successful specialized newsletter that will be the source of ongoing monetary rewards for you. However, there is an important point to remember about doing business by mail - particularly within the confines of selling information by mail - that is, Mail Order is ONLY another way of doing business. You have to learn all there is to know about this way o f doing business, and then keep on learning, changing, observing and adapting to stay on top. The best way of learning about and keeping up with this field of endeavor is by buying and reading books by the people who have succeeded in making money via the mails; by subscribing to several of the better periodic journals and aids to people in mail order, and by joining some of the mail order trade associations for a free exchange of ideas, advice and help. |
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| ACHIEVE SUCCESS WITH MONEY - MAKING NEWSLETTER(s) | |||
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