Converting a free
magazine to paid The
decision to convert free circulation to paid for subscriptions depends on how
important paid subscribers are to your overall business plan. This will
determined by two things:
1.
Your
advertisers
2.
The
number of prospects you have to market to
Number of paid subscribers
The
number of paid subscribers you can convert will be determined by the number of
prospects you can identify and the quality of your marketing effort to those
people.
Your
current database will be the primary source of your new paid subscribers.
Prospects will also need to be found from those not currently receiving your
publication, through, for example:
Promotions appearing in other
media
Direct mail pack to named
individuals, department or job title
List building through
telephone or web
Planning your approach
Converting
a free publication to paid-for, either totally or in part, is an involved task
requiring considerable marketing management.
You will
need to base your approach on other publications that have taken this route so
you can learn from their successes and failures and avoid the considerable
risks involved in the conversion.
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