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Print Newsletter Publisher Cuts Back on Direct Mail Because Internet Sales Are Booming.
CHALLENGE: Quick stat -- according to MRI's Fall 2003 data on how typical media consumers use the Web, readers of Field & Stream and Outdoor Life magazines are among the absolute least likely to spend much time online.
That didn't stop Don Causey, President Oxpecker Enterprises, from worrying about the impact free online content might have on his paid print subscriber rolls to publications including The Hunting Report and The Angling Report.
"I remember going to a publishing conference in 2000, and everybody was in the middle of a crisis about the Web. I came back stressed out. I thought, 'If we don't do something about the Internet it will destroy us. This is an information medium.'"
Causey's been publishing since 1981, and relied nearly 100% on direct mail to sell subscriptions to new readers.
His newsletters mainly feature compilations of hunting and angling expedition stories his readers send in. (The best stories are buffed-and-expanded by in-house editorial staff.) This makes for a pretty good renewal rate, especially because he adds featured reader-contributors at a named Honor Roll on page two of each edition.
However, he (like all other publishers we've spoken with) was seeing declining and softened direct mail response rates. Could the Internet be turned from something to be feared into a fabulous marketing tool?
CAMPAIGN: After months of careful thought and research, Causey came up with a plan. He launched a test for The Hunting Report in 2003, and then a test for The Angling Report six months later in 2004.
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