Continuity Marketing: Pleasures and Pitfalls

Is Continuity Marketing in Your Future?

According to direct mail analyst Axel Andersson, with the exception of Dr. Seuss and some other children’s offers, the number of continuity book promotions has fallen precipitously. Presumably Amazon.com and the giant Borders and Barnes & Noble superstores have dramatically changed the book-buying landscape. On the other hand, the late Dick Benson said that if you can take a magazine and turn it into the main benefit of an association, you can send a bill for dues rather than going through the hassle of renewing the person; the result: a 10 percent to 15 percent increase in response.