Analyze That!

Publication Management:

Subscription Fulfillment, Management & Marketing:

The best way to tell this story is with a case study: “Just Labs Magazine, A Celebration of the Labrador Retriever”

Case Study in Launching a Subscriber- or Member-based Magazine:

Recently, Village Press successfully launched a consumer, subscriber-driven, magazine entitled “Just Labs.” The launch of “Just Labs” followed tested guidelines, which have insured the success of 16 other niche national consumer magazines. “Just Labs” was named one of the “30 Outstanding Magazine Launches*” out of a universe of over 1200 new titles launched that year.

Here is a brief reviews of the steps involved:

1. Identify unfulfilled niche market (Labrador Retrievers are the most popular dog breed).
2. Can the market be reached? We accumulated multiple lists, including our own, to find multiple purchasers – “multies” -- of Labrador-related literature and products.
3. Will the market support the magazine? Benchmarks are used in developing subscription frequency and price points. Potential advertisers are surveyed.
4. Optimal launch date determined. Usually, this coincides with the frequency of product purchases by core readership.
5. Direct mail pieces are designed, printed, mailed, and tested based on direct response.
6. If tests prove reliable, the second direct mail test is launched along with first issue of magazine. The media kit is designed and produced, and ad sales begin.
7. Post-launch activities – too numerous to list – commence, in order to determine final viability of magazine.

Result:

We needed 13,000 subscribers to break-even on “Just Labs.”. We surpassed the 22,000-subscriber benchmark, have increased the frequency, and raised the circulation price with no drop-off in subscriber satisfaction or renewal rates. Our readers enjoy “Just Labs” in all 50 states, 15 foreign countries, and on major newsstands.