Friday, September 24, 2010

Getting Our Message Out!

As part of an Idea Lab project, I have compiled a data file of ex-print subscribers (permanent stops) from 17 JRC daily print publications. It contains 860,879 records. It will serve as a marketing data base of individuals who at one time relied on us for printed news and information, and valued our brand.

The goal of the project is to reestablish a relationship and an engagement with these previous customers and win them back by using new tools and offering a full menu of (current and future) JRC products and delivery platforms.

I'm currently researching several options to get an effective marketing message out to these individuals/households beyond traditional means (mail, phone calls, etc). E-mail append programs and data hygiene services are available to run and match against the records but can be expensive.

Also new in the data broker world is the option for a Social Media append including facebook, twitter, and other SM sites. The opportunity to contact customers and spread the word (marketing message) through social media outlets would expand our reach dramatically.

I'm currently looking for free tools or some type of partnership to help us avoid (or reduce) the cost associated with data/information processing. Any ideas or suggestions regarding available tools, access to broadcast networks, leveraging contacts, or other resources that could help us get there would be helpful, and appreciated.

Thanks!
John Lazzeri

Wednesday, September 22, 2010

Hybrid Rule Change On Hold...

ABC defers new pricing rules on Hybrid subscriptions. No changes necessary at this point to your hybrids as long as you collect the minimum $0.01 for the subscription.

http://www.editorandpublisher.com/Headlines/abc-board-defers-implementation-of-hybrid-subscription-rules-62681-.aspx