Strategy: Logical Maneuvers for Hard Times

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.