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Article: Successfully marketing special reports. (DM Notebook).
- Article from:
- The Newsletter on Newsletters
- Article date:
- July 17, 2002
- Author:
CopyrightCOPYRIGHT 2002 The Newsletter on Newsletters LLC. 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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Ed Mayer, one of the early giants of the industry, liked to say that "direct mail is not a why business, it is a what business."
Marketing special reports is like that for newsletter publishers. It works well for some titles and some publishers, but not for others.
Frank Lessiter is a good example. Lessiter Publications Inc. publishes in several fields: sports coaches are eager special report buyers, farmers are not. Farriers (horseshoers) are not especially strong buyers, but Lessiter has found success with the ancillary market of horse owners.
The best market for any special report is obviously the subscribers to the newsletter. A one-page ...