Site license subs as a sales strategy

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Michael Bennett is VP-audience development, U.S. for Incisive Media, which publishes such b-to-b titles as the National Law Journal and New York Law Journal. In addition to being in charge of circulation, Bennett heads up the publisher's customer service center and e-mail marketing programs. MB: What's your overall circulation strategy in relation to sales and marketing? Bennett: Since the spring, we've sold about $400,000 in “site license” subscriptions to large law firms or corporations, providing access—on a firmwide level—to our various publications online. It's not about selling individual subscriptions anymore. Site licensing strips away the need to register and provides our customers with easy access to our content. MB: What plans do you have to build on the company's e-mail marketing? Bennett: The chief use of our e-mail marketing is to do more life-cycle marketing campaigns. We focus on encouraging subscribers and prospects to sign up for limited access to our e-mail newsletters to start the process, and then use automated messages to support transitioning to a subscription. MB: Will BPA's approval to report “nonrequested electronic circulation” in audit statements make it easier to convert print customers into digital customers? Bennett: From an industry standpoint, the change in BPA rules provides more flexibility in expanding this audience. We have not yet determined how this rule change might affect our digital distribution. —M.S.
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