Building Circulation for New Magazines (933 words)

"We currently are rolling out a new package that tested well in the last mailing," he says.

"Subscription efforts have been primarily direct to publisher sources," says Jordan. "In addition to direct mail, we use space advertising, insert cards, gift promotions, TV and Internet promotions."

In the direct mail packages, both Brill's Content and Talk flatter the prospects—especially in the letters—that they must be pretty special (savvy, sophisticated) to rate this "invitation." Both time-limit their soft offers and require a token transfer to the BRC. Inside, both use folded, glossy circulars which juxtapose intriguing images with short bursts of copy.