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Article: Reader service cards: increasing response.
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- September 1, 1990
- Author:
CopyrightCOPYRIGHT 1990 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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Mention reader-service cards to publishers, sales managers or promotion managers and you'll get a lukewarm response at best. But talk about more inquiries, better qualified sales leads, or free research and you're sure to rivet the attention of marketing, sales, circulation and editorial staffs.
Although you probably diligently track your competitors' promotion, advertising, editorial and circulation, it's likely that you pay little attention to their reader-service (bingo) cards. It's possible that you even ignore your own! Because these cards are not worked on daily, as other pages are, they generally remain static.
However, a serious look at bingo ...