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Article: WWW.onlinereaderservice.com.(the World Wide Web and periodical reader service cards)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- September 1, 1997
- Author:
CopyrightCOPYRIGHT 1997 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Would you like to increase response to reader service cards so you can deliver advertisers more leads and readers more product information? (Who wouldn't?) Doug Johnson did just that by eliminating the reader service card from Midrange Systems, a 50,000-controlled-circulation book for users of IBM AS/400 computers. As of the biweekly's February issue, Johnson stopped using the traditional bingo card and replaced it with a reader service program on the business-to-business publication's Web site.
"My subscribers wanted more immediate response," says Johnson. "Like most computer types, we're into immediated gratification."
Once readers got used to ...