The mood at the recent City and Regional Magazine Association Annual Conference in Denver was upbeat and cautiously optimistic that business was improving with much of the focus on new business development. Here are some of the ways that city and regional publishers are driving new revenue for their businesses. Nonprofits can equal big profits for publishers while providing greater reach and access to new donors for the charitable organizations. Through special issues, custom publishing, and events, publishers are developing mutually beneficial opportunities to partner with local nonprofits. Custom publishing is enjoying a renaissance for those who are pursuing these opportunities, but not many are. There didn’t seem to be a lack of interest, but a lack of resources for some crews who are already spread thin. Interest in digital advertising is growing quickly. Clients mostly recognize the need to modernize their marketing efforts; only they don’t have the reach, infrastructure, or knowledge of how to use email, mobile, social media, or the web to create a complete multimedia campaign. This is where a magazine can leverage its expertise and reach. Personalization and getting to know your audience is key. The push is toward researching your customer base via tools like Epsilon’s Abacus data-mining, or HubSpot’s Marketing Automation based on behavioral intelligence of audience lists. Another point made at the annual conference was that while it’s true that direct mail in the sense of bulk impersonal mailings might be dead, good old-fashioned snail mail is still the most successful way to grow your subscriber base.
A struggling department store retailer is once again offering its holiday Wish Book catalog in a digital format — but that’s it.
Sears Holdings Corp. will not publish a printed version of its iconic catalog this holiday season, one year after bringing it back into circulation for some members of its loyalty program, according to The Chicago Tribune.
The digital Wish Book will be online in early November. Kmart, also owned by Sears, will also have a toy catalog this year. It will be released on Sunday, Oct. 21, the report revealed.