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Article: Improving Reader Service Response Numbers.
- Article from:
- Circulation Management
- Article date:
- December 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 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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Many publications have experienced significant drops in response to reader service cards--aka "bingo cards"--over the past several years. While the phenomenon isn't across the board, some business-to-business titles, for example, have seen response drop by as much as a third or even a half.
One B-to-B circulation executive, for instance, reports that, over the past five years, annual card responses for one title dropped from 275,000 to 200,000, while another saw a decline from 25,000 to fewer than 10,000 per year.
What's behind this trend?
DIRECT METHODS PREFERRED A major contributor is the expanding number of direct-response options included ...