Subject: August 8, 2007 -- Behavioral Marketing/Concerns Over DNC

From: "Circulation Management Magazine" <[email-masked]>
Date: Wed, 08 Aug 2007 16:08:12 -0400

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Your Circulation News >> Wednesday, August 8, 2007

IN THIS ISSUE

NEWS
Behavioral Marketing on the Move
DMA Telemarketing Concerns About the DNC
STUDY: Internet Advertising To Replace Newspapers

BRIEFS
New Mag Launches Decrease in July ‘07
Disney Acquires Club Penguin
My Magazine Club, PPSB Form Strategic Alliance
Popular Science Launches AdPerk Platform
NY Times Shrinks Format
BPA Convenes Events Audit Advisory Board
Outside Launches Digital Edition With Zinio
Red Herring Launches Digital Edition With Olive

MEETINGS & EVENTS

CM ANNOUNCEMENTS

A CM Web Exclusive! A new edition of "Monday Morning Expert" has been posted:

“SWOT” Analysis:  Understanding Your Magazine’s Place In The Wider Market
Using a SWOT grid to work through the Strengths, Weaknesses, Opportunities and Threats of your competition can be a great way to gain perspective on your magazine.  By Ava Seave and Anne Kinard

CALL FOR PHOTOS!  CM invites our readers to send in photos from circ-related events or marketing/promotional activities that you’d like to see posted on circman.com. Please include a caption with brief description of the activity and the names of the participants.

Click here to subscribe to Circulation Management magazine.

NEWS

Behavioral Marketing on the Move

By Kristina Joukhadar

The over-arching message of publishers and ad agency execs at the recent Behavioral Marketing Forum in New York was that the behavioral targeting of ads on the Internet is where the market is going. But at what pace is this change to occur? And who or what is going to form the ground rules of this new marketing technique?

[MORE]

DMA Telemarketing Concerns About the DNC

In testimony before the Senate Committee on Commerce, Science and Transportation last week, Jerry Cerasale, DMA senior VP for government affairs, expressed the concerns of telemarketers over the rapidly increasing annual access fees to the National Do Not Call Registry, as well as complaints over its timeliness and accuracy...

[MORE]

STUDY: Internet Advertising To Replace Newspapers

By Chandra Johnson-Greene

Internet advertising—including pure-play Web sites and digital extensions of traditional media—will replace newspapers as the largest ad medium in 2011, according to an annual media research report by Veronis Suhler Stevenson...

[MORE]

BRIEFS

New Mag Launches Decrease in July ‘07

The 36 new magazine launches of July 2007 are 16 titles less than the same time last year, according to Samir “Mr. Magazine” Husni, professor of journalism at the University of Mississippi.

And in 2007, 378 titles have been launched through July compared to 607 for the same period last year, marking a record low in the amount of new titles hitting the marketplace.

“If the trend continues throughout the rest of the year, the total number of new magazine launches will set a record in terms of the percentage of decline in launches,” wrote Husni in an online statement.

Disney Acquires Club Penguin

The Walt Disney Company recently announced that it has acquired Club Penguin, an online destination for children ages 6-14, for an initial $350 million plus another $350 million through 2009, depending on the growth of Club Penguin's earnings.

Club Penguin features animated penguin avatars living in a virtual world where they converse with other users, participate in group activities, and create and furnish a virtual home with currency earned within the game. The site launched in 2005 and has more than 700,000 current paid subscribers and more than 12 million activated users.

Club Penguin’s name will be changed to Disney’s Club Penguin, but will retain its URL and remain based in Kelowna, British Columbia, Canada. The company’s three founders will join Disney and remain the senior management team of the unit.

Club Penguin CEO Lane Merrifield will become EVP, The Walt Disney Internet Group.

My Magazine Club, PPSB Form Strategic Alliance

My Magazine Club, a magazine subscription up sell company, and Periodical Publishers’ Service Bureau, Inc. (PPSB), a Hearst-owned magazine subscription agency, have announced a strategic alliance to deliver subscription opportunities online, in retail outlets and at inbound call centers operated by catalogers and DRTV merchants.

Every trial subscription generated in the sales model, which was developed by My Magazine Club, counts as paid circulation under ABC guidelines thus eliminating the risk of bad pay copies.

My Magazine Club is operated by City Circulation Group, a provider of software and solutions for publishers, which also includes MagazineCity.com, the Web’s largest subscription source.

Popular Science Launches AdPerk Platform

Popular Science magazine announced this week that it would launch the AdPerk platform, which rewards consumers who view online video advertising, on its Web site to grow its paid circulation and increase revenue.

AdPerk invites users to watch online video ads from a range of marketers in exchange for a free annual subscription (12 issues). Additionally, AdPerk users will receive a digital version of PopSci’s current issue upon checkout as instant compensation for their time. The AdPerk platform will enable consumers to choose from 14 different ad videos at www.popsci.com...

[MORE]

NY Times Shrinks Format

The New York Times has moved to a small format this week, cutting 1.5 inches from its width. The change will result in cost savings of about $10 million per year, according to spokeswoman Diane McNulty.

The look of the paper will remain the same, although the change will result in the space for news being reduced by about 10 percent. NYT will make up for about half of the decline by adding extra pages.

Other major newspapers, including The Wall Street Journal and the Los Angeles Times, have already adopted the 12-inch format.

BPA Convenes Events Audit Advisory Board

BPA Worldwide convened the first meeting of its U.S.-based Events Audit Advisory Board in Washington, D.C. on July 31 with board members, including event organizers, exhibitors, advertising agencies and vendors.

“Face-to-face events have become an integral part of the media owners’ marketing communications mix and both event managers and exhibitors depend on BPA to provide transparent, accurate and timely attendance data,” said Gary Slack, senior partner, Slack Barshingers, who has been named advisory board chairman.

The Events Audit Advisory Board will be responsible for input and advice relative to event attendance verification, including strategies for building demand for events audits.

Outside Launches Digital Edition With Zinio

Mariah Media Inc.-published Outside magazine announced this week that is partnering with Zinio to launch a digital edition.

Outside, a leading active lifestyle magazine, has more than 2 million readers per month and covers travel, sports, adventure, health and fitness. Digital publishing provider Zinio currently delivers more than 1.5 million digital magazines each month and has more than 3 million users worldwide.

Following the launch of Outside’s digital edition, Mariah Media, Inc. will launch its newest publication, Outside’s Go, on the Zinio platform in September.

Red Herring Launches Digital Edition With Olive

Silicon Valley tech industry magazine Red Herring is launching an electronic edition powered by Olive ActiveMagazine.

The electronic edition is part of Red Herring’s strategy to expand reporting coverage and analysis to a broader circulation base. The company hopes to attract up to 500,000 digital subscribers globally over the next two years.

Others publishers that use Olive ePublishing solutions include Time Inc., ESPN, Reed Business Information, Hearst Business Media and Newport Communications.

MEETINGS & EVENTS

Webinars
August 9, DMA's Top 10 Things You Need to Know About Email Creative, 1 PM EDT Register here

August 28, CM's Online Audience Development, 2 PM EDT, Register here

August
Aug. 16-17, AMA's Internal Branding: Living Your Brand Training Series, Philadelphia, PA. http://www.marketingpower.com/aevent_event25862.php

September
Sept. 6-7, DMA Creative Direct Marketing Strategies Seminar, Hilton Boston Financial District, Boston, MA. http://www.dmacreativedmstrategies.com

Sept. 10-11, AMA's Integrating Marketing & Sales Training Series, Chicago, IL. http://www.marketingpower.com/aevent_event25843.php

Sept. 17-18, AMA's Internal Branding: Living Your Brand Training Series, Chicago, IL. http://www.marketingpower.com/aevent_event25862.php

Sept. 19, FMA Day, The Princeton Club, New York, NY. http://www.fmanational.org

Sept. 20, AMA's Beyond Marketing 2.0: Harnessing the Power of Social Media for Marketing Campaign Results, New York, NY. http://www.marketingpower.com/aevent_event1221988.php

Sept. 24-26, 2007, Folio: Show, Marriot Marquis, New York, NY. http://www.folioshow.com

Sept. 25-26 AMA's Brand ManageCamp 2007, Chicago, IL. http://www.brandmanagecamp.com

Sept. 27-28, AMA's Integrating Marketing & Sales Training Series, Las Vegas, NV. http://www.marketingpower.com/aevent_event25843.php

October
Oct. 1-2, AMA's Internal Branding: Living Your Brand Training Series, Newport Beach, CA. http://www.marketingpower.com/aevent_event25862.php

Oct. 1-3, MPA's Consumer Marketing Today With Ed Fones, MPA Conference Center, New York, NY. http://www.magazine.org

Oct. 4, CircDayLA 2007: Bridging the Gap: Proven Ideas—New Directions www.circdayla.org/register (877) GO 2 WFMA

Oct. 4-5, AMA's Integrating Marketing & Sales Training Series, Boston, MA. http://www.marketingpower.com/aevent_event25843.php

Oct. 13-18, DMA '07 Conference & Exhibition, McCormick Place West, Chicago, IL. http://www.the-dma.org/conferences/dma07/

Oct. 15-18, AMA's Fall Marketing Workshop, Scottsdale, AZ. http://www.MarketingPower.com/workshop

Oct. 26, AMA's Beyond Marketing 2.0: Harnessing the Power of Social Media for Marketing Campaign Results, Chicago, IL. http://www.marketingpower.com/aevent_event1221988.php

November
Nov. 9, AMA's Beyond Marketing 2.0: Harnessing the Power of Social Media for Marketing Campaign Results, Las Vegas, NV. http://www.marketingpower.com/aevent_event1221988.php

Contact us
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10 Norden Place
Norwalk, CT 06855
Tel. (203) 854-6730
Fax: (203) 854-6735

Editors:
Kristina Joukhadar, Managing Editor
Chandra Johnson-Greene, Associate Editor

Advertising Inquiries:
Tony Silber, Publisher
Gina Gavish, Advertising Director
John Ellertson, National Accounts Manager

Exhibit & Sponsorship Inquiries:
Kelly Koenig, Dir. Exhibit & Sponsorship

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