NEPA reveals members' responses to "state of the industry" survey.Here are some valuable statistics which you might compare with your own priorities, challenges, and experiences. The Newsletter & Electronic Publishers Association recently surveyed its members on a number of topics relating to relating to relate prep → concernant relating to relate prep → bezüglich +gen, mit Bezug auf +acc the industry. A total of 97 people responded to the survey, of which 73 are b-to-b publishers, 14 are consumer publishers, and 10 publish both b-to-b and consumer. Biggest Challenges #1 Challenge -- New subscription acquisition (86 percent of respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. ) #2 Challenge -- New product development (58 percent). See following article. #3 Challenge -- Operating profitably (46 percent) #4 Challenge -- Subscriber subscriber, n the person, usually the employee, who represents the family unit in relation to the prepayment plan. Other family members are dependents. Also called certificate holders or enrollees. retention (36 percent, down from last year's 48 percent, which indicates that renewals are improving. Sources of Revenue Newsletters -- 56.72 percent of revenue Conferences -- 7.35 percent Advertising and sponsorships -- 6.9 percent Online revenues -- 6 percent Looseleafs -- 3.7 percent Books -- 3.4 percent Special reports -- 3.2 percent Journals -- 2.4 percent Other -- 4.5 percent Accounting for less than 2 percent of revenues were Directories, Audio conferences and webinars, List rentals, Consulting, Research, and Magazines. Marketing Dollars Direct mail, followed closely by e-mail, were the respondents' most favored methods of marketing their newsletters and specialized-information publications. * More than half of the respondents reported they plan to spend more on: E-mail marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. -- 73 percent Web and online -- 70 percent Direct mail -- 57 percent Upselling and cross-selling Cross-selling is the term used to describe the sale of additional products or services to a customer. Less frequently it is used to describe the sale of services to additional business units at an account or to different geographic units of a customer. -- 55 percent * Between a quarter and a little less than half reported they plan to spend more on: Free e-zines and e-newsletters -- 44 percent Telemarketing telemarketing, the practice of selling goods or services to customers by means of the telephone or of surveying consumer preferences in telephone conversations. -- 34 percent Electronic FFTs -- 31 percent Inserts -- 26 percent Direct sales force -- 25 percent * For paper FFTs, there was a pretty even split: 21 percent said they'd they'd 1. Contraction of they had. 2. Contraction of they would. they'd have ~would spend more, 20 percent said they'd spend less, and 19 percent said they'd spend the same. Most profitable marketing channels The marketing channels voted most profitable are: Direct mail -- 35.1 percent FFTs -- 14.9 percent Free e-newsletters -- 8.1 percent Telemarketing -- 4.1 percent Direct sales -- 10.8 percent Space advertising -- 1.4 percent Web, online, e-mail -- 22.9 percent Fax -- 0 percent Other -- 2.7 percent. Dollar-for-dollar responses Direct mail -- 25 percent reported increased response, 35 percent decreased response, 28 percent stayed the same. FFTs -- 13 percent increased, 23 percent decreased, 29 percent stayed the same. Free e-newsletters -- 24 percent increased, 7 percent decreased, 31 percent stayed the same. Telemarketing -- 32 percent increased, 3 percent decreased, 21 percent stayed the same. Direct sales -- 17 percent increased, 8 percent decreased, 23 percent stayed the same. Space advertising -- 5 percent increased, 8 percent decreased, 20 percent stayed the same. Web, online, e-mail -- 55 percent increased, 6 percent decreased, 19 percent stayed the same. Fax -- 2 percent increased, 7 percent decreased, 11 percent stayed the same. Mailing Publishers are back in the mail. When asked if they are mailing more, less, or the same as they did 12 months previously, respondents said: Mailing more -- 52 percent in 2004, 29 percent in 2003 Mailing less -- 30 percent in 2004, 46 percent in 2003 Mailing the same -- 18 percent in 2004, 25 percent in 2003. Renewals Respondents reported that their renewal rates: Increased -- 35 percent in both 2004 and 2003 Decreased -- 12 percent in 2004, 20 percent in 2003 Remained the same -- 44 percent in 2004, 45 percent in 2003 Conversions Respondents reported that their conversion rates: Increased -- 21 percent in 2004, 30 percent in 2003 Decreased -- 20 percent in 2004, 27 percent in 2003 Remained the same -- 46 percent in 2004, 39 percent in 2003 Average renewal rates The following renewal rates represent both consumer and b-to-b publishers combined: Greater than 90 percent -- 9.1 percent 81-90 percent -- 31.9 percent 71-80 percent -- 31.8 percent 61-70 percent -- 18.2 percent 0-60 percent -- 9.1 percent New launches The following percentages of respondents reported launching new products and services in 2004, compared with the percentages of publishers who did the same in 2003: Subscription newsletters -- 48.3 percent in 2004, 42 percent in 2003 Special reports -- 44.8 percent in 2004, 38 percent in 2003 Free e-newsletters -- 27.6 percent in 2004, 46 percent in 2003 Audio conferences -- 24.1 percent in 2004, 32 percent in 2003 Books -- 22.4 percent in 2004, 14 percent in 2003 Conferences -- 19 percent in 2004, 22 percent in 2003 Paid e-newsletters -- 13.8 percent in 2004, 14 percent in 2003 Seminars -- 8.6 percent in 2004, 24 percent in 2003. NEPA. 1501 Wilson Wilson, city (1990 pop. 36,930), seat of Wilson co., E N.C., in a rich agricultural region; inc. 1849. It is a commercial and industrial center with a large tobacco market. Manufactures include textile goods (especially clothing), metal products, and processed foods. Blvd Blvd abbr (= boulevard) → Bd ., #509, Arlington Arlington, county, United States Arlington, county (1990 pop. 170,936), N Va., across the Potomac River from Washington, D.C. Arlington is a residential and commercial suburb of Washington. , VA 22209 703-527-2333, www.newsletters.org See .org. (networking) org - The top-level domain for organisations or individuals that don't fit any other top-level domain (national, com, edu, or gov). Though many have .org domains, it was never intended to be limited to non-profit organisations. RFC 1591. |
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