American Family Publishers President-CEO Susan Caughman said stamp sheet agents need closer cooperation with magazine publishers "to bring consumer marketing expertise to the industry" and improve subscription order response rates. Speaking to the American Magazine Conference in Orlando, she said better offers from publishers, better graphic presentations of offers and timing the sweepstakes mailings to coordinate with the publishers' own direct mail efforts are steps to be considered. Publishers Clearing House Chairman-CEO Robin Smith agreed better communication of a title's marketing strategy would help. Both said they are experimenting with targeting some mailings to improve response rates, which have been especially poor this year.
Copyright October 1998, Crain Communications Inc.