Magazines cover just about any topic a reader can think of, from scrapbooking to golf. Many readers subscribe to their favourite magazines to avoid missing an issue. The rate of subscription and general circulation is important to advertisers, who provide close to 85 per cent of a magazine's earnings. Subsequently, a low subscription rate could be detrimental for a magazine publisher. Magazine publishers can employ various marketing strategies to improve their subscription rate. They can achieve positive results with constant effort.
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Other People Are Reading
Offer incentives to casual readers who have not subscribed. For instance, offer free issues with a paid subscription or a reduced subscription rate.
Encourage current subscribers to promote awareness of the magazine. For instance, when readers renew their subscription, offer a second subscription at a significant discount that they can give as a gift.
Use social networking websites like Facebook, Myspace and Twitter to attract potential subscribers. Create an account for the magazine and invite the site's users to add it to their lists or become fans. Increase their interest in the magazine by posting tantalising titbits from the current issue and incentives like giveaways, contests and sweepstakes. Update the account regularly to keep the users interested.
Advertise your magazine at events related to its theme. For instance, advertise at craft fairs if it is a magazine about beading. Offer incentives to encourage potential subscribers, such as a free issue.
Partner with a manufacturer featured in your magazine. If the magazine is based on doll collecting, for instance, contract with a doll maker to offer a free issue or discounted subscription with every initial purchase of a doll you may have featured.
Consider making your magazine available in other forms. Some magazine publishers offer online versions of their magazines and capture subscriptions from readers who prefer to obtain most of their information from the Internet. Also consider making it available for e-readers and mobile phone applications.
Consider re-examining the magazine if long-term efforts to increase subscription are not successful. It is possible that the current design or content does not meet the needs of the target group. Research of similar magazines and surveys from members of the target group will be helpful in determining how to make any necessary changes and increase sales.
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