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Nation's Business is the house magazine for the US Chamber of Commerce. One subscriber
segment is "controlled" they receive the magazine free because they are
new members of local Chambers.
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However, as controlled subscribers reach the end of one year of
complimentary issues, the marketing challenge becomes this: How can we convert controlled
subscribers to paid subscriptions?
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This is a tough but critical challenge.
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The primary marketing issue is not about the cost of a
subscription; most subscribers wont have a problem with $12 or even $20 for an
annual subscription. The real issue is time: Is there enough value in the magazine to
justify time-spent-reading each month?
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So, how do you solve the problem?
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Well, you start with this envelope:
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Add this letter:
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Include this
brochure:
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And add this response card:
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The result is an innovative new way to reposition this respected
magazine and make it more relevant to today's small business owner.
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