Strategy: Logical Maneuvers for Hard Times
Don’t pull back too much or you’ll regret it
By
Steven Lett
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Finally, stay the course. Companies that cut circulation, reduce page counts or make other radical changes without prior testing wind up paying the price. These slash-and-burn tactics never pay. Absolutely, you should cut your marginal circulation. But maintain your 12-month buyer count; don’t drop it below the previous year. Your 12-month buyer count is a key performance indicator to watch on a monthly basis. What’s more, don’t adjust mail dates to try to save money.
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- Companies:
- Lett Direct Inc.
- People:
- Stephen R. Lett
- Steven Lett
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