Magazine Publishing

Circulation

With the rise of digital media, magazine circulation has become a more complex game – but one full of opportunity. Join Jon Spencer, founder of Abacus Circulation Inc, as he demonstrates how to assess new circulation opportunities in the digital realm, and how to prioritize these new options. With his extensive experience and eye for the individual – "every magazine is completely unique" – Jon will guide you to new and essential digital circulation strategies.

Order the Magazine Publishing Resources and take advantage of both the online and PDF versions.

Jon Spencer is Circulation Manager for Ski Canada, Opera Canada, the Literary Review of Canada, and has consulted for a wide variety of other magazines. Jon recently spent a year as Acting Group Circulation Director for St. Joseph Media.

Modules

Module 1: Implications for Circulation of the Digital era for Magazines Introduction

Digital Magazine Products
Digital Marketing Opportunities
Digital Magazine Products
Anticipating - and Reacting to - a Rapidly Evolving Market
Who is Responsible for Marketing your Many Products?
Integrating Databases, or Replicating Customer-level Data Between Databases
Digital Marketing

Module 2: Digital Magazine Products, Devices and Platforms

What is a Digital Magazine Product?
Developing and Understanding Your Magazine's Multi-platform Strategy
Digital Replica Editions
Mobile Apps and the Mobile Web
Refining Your Multi-platform Marketing Strategy

Module 3: Online Magazine Promotion Introduction

Search Engine Optimization (SEO)
Generating Revenue From Your Magazine's Website
Advertising on Other Websites
Email Acquisition Marketing
Paid Search Marketing
"Daily Deal" Group Coupon Marketing

Module 4: Customer Care Introduction

Shopping Cart and Payment Processing Software
Creating an Outstanding Customer Self-care ("CSC") Website

Module 5: Social Media

Social Media: Much Ado About Precious Little
Social Networking: Facebook and Twitter
Other Social Media Platforms, and User-generated Content

Module 6: Print and Online Connections

How Important is Online Ordering in Each of Your Major Sources of Subscriptions?
Encouraging Prospects to Order Online
What Kind of "Friendly" URL Should you Print on Offline Promos?
What Type of Landing Page Should Print-promo Respondents See?
Ordering via Email
Online Orders From Your Digital Edition – it isn't "Print" but it Looks Just Like Print
Getting Readers to go to Your Website for all Sorts of Reasons

Module 7: E-Reneweals Introduction

The Importance of Testing
Capturing Email Addresses
E-renewals: Plain or Snazzy?
E-renewal Creative Approaches
E-renewal Best Practices
E-renewal Scheduling
E-renewal Deployment Reports

Module 8: Auto-Renewal Introduction

Auto-renewal by Credit Card, or an Annual Invoice?
Optional or "Forced" Auto Renewal?
When to Offer Auto-renewal?
What Other Details Might you be Forgetting?

Module 9: Reporting and Analysis

What a Strong Reporting System Looks Like
Creating and Developing Reporting Databases
Site Traffic Reporting
Online Marketing Campaign Reports
Social Networking Trend Reports
E-Newsletter Deployment Reports
Offline Acquisition Campaign Analysis
Offering Subscriptions to Digital Editions
Renewal Analysis
Circulation Overview/Trend Reporting