1. THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK
TWENTY WINNING PLAYS
Bill Huffhine

2. THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK
Circulation and audience growth professionals in our industry must own a philosophy and execute a skill set foreign to those from a generation ago. We must learn constantly, pivot quickly, innovate boldly, and lead our teams as explorers, revolutionaries, generals, and humanitarians.
Twenty Winning Plays

3. CREATING LEGENDARY CUSTOMER SERVICE
PLAY #1
Invite conversations with subscribers about their service to reduce “passive” stops.
Twenty Winning Plays

4. CREATING LEGENDARY CUSTOMER SERVICE
PLAY #2
Create and use a “happiness” survey and track and discuss your score with the same attention as your CPM.
Host the survey online with a link on your website.
Use mass to send link to subscribers.
Publish the link to the survey in the paper.
Share the link on subscriber invoices.
Twenty Winning Plays

5. CREATING LEGENDARY CUSTOMER SERVICE
PLAY #3
Reward your contractors with a monthly “perfect service” fee.
Twenty Winning Plays

6. CREATING LEGENDARY CUSTOMER SERVICE
PLAY #4
Utilize a special “exceptional delivery” hot dot system.
A special color dot for a unique placement
A special color dot for history of complaints
Twenty Winning Plays

7. ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS
PLAY #5
Maximize voluntary starts through your website.
Link to subscription page at the top in main nav bar.
“Subscribe now” button at end of each story.
These cost you nothing and retain longest.
Twenty Winning Plays

8. ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS
PLAY #5
Maximize voluntary starts through your website.
Twenty Winning Plays

9. PLAY #6 Utilize email marketing. Your success is in your list!
ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS
PLAY #6
Utilize marketing. Your success is in your list!
SOURCES OF ADDRESSES
Subscriber & former subscriber database
Registrations for commenting on your website
Registrations for voting on contests i.e. “Best of”
Opt in for niche newsletters
Registration for winning prizes and giveaways
Twenty Winning Plays

10. ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS
PLAY #7
Mine your data regularly and put it to work.
CASE STUDY:
Found 1,400 cancelled accounts with money on them
Called subscribers informing them they would restart
Mailed letters to addresses with disconnected numbers
Over 600 starts, with zero expense
Several hundred dollars donated to NIE
Twenty Winning Plays

11. ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS
PLAY #8
Put your Facebook “Call to Action” button to use.
Twenty Winning Plays

12. A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED
PLAY #9
Offer an “Early Bird” renewal bonus.
Twenty Winning Plays

13. A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED
PLAY #10
Offer 24 or 36 month subscriptions for less.
Twenty Winning Plays

14. A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED
PLAY #11
Offer auto-renewal on all terms subscription terms.
Twenty Winning Plays

15. A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED
PLAY #12
Use automated dialing to contact all expiring subscribers by phone.
Twenty Winning Plays

16. EVERY SINGLE COPY STILL MATTERS
PLAY #13
Create a mobile app for your dealer network to improve positioning and drive store traffic.
Use geo-fencing to drive people to a store
Use push-notification to drive people from pay at pump inside
Insist that initial offer includes a copy of the paper
Twenty Winning Plays

17. EVERY SINGLE COPY STILL MATTERS
PLAY #14
Offer multiple Sunday copies to home delivery subscribers.
Twenty Winning Plays

18. EVERY SINGLE COPY STILL MATTERS
PLAY #15
Partner with rental car and oil change shops to provide complimentary copies.
Twenty Winning Plays

19. EVERY SINGLE COPY STILL MATTERS
PLAY #16
Segment your single copy price increase to drive revenue, yet protect volumes.
Twenty Winning Plays

20. THE BOTTOM LINE IS STILL THE BOTTOM LINE
PLAY #17
Create a “Good Samaritan” fund to retain and recycle revenue already in house.
Target stops for reasons of death or moving
Move balance to “Good Samaritan” fund
Use revenue to fund free or discounted subscriptions
Twenty Winning Plays

21. THE BOTTOM LINE IS STILL THE BOTTOM LINE
PLAY #18
Partner with advertising to sell bag sponsorships to create big revenue/expense wins for everyone.
Twenty Winning Plays

22. THE BOTTOM LINE IS STILL THE BOTTOM LINE
PLAY #19
Sell bill stuffers to offset your invoicing expense or raise revenue for NIE.
Twenty Winning Plays

23. THE BOTTOM LINE IS STILL THE BOTTOM LINE
PLAY #20
Charge a refund processing fee for cancellations before end of term.
Twenty Winning Plays

24. THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK
Circulation and audience growth professionals in our industry must own a philosophy and execute a skill set foreign to those from a generation ago. We must learn constantly, pivot quickly, innovate boldly, and lead our teams as explorers, revolutionaries, generals, and humanitarians.
Twenty Winning Plays

25. THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK
TWENTY WINNING PLAYS
Bill Huffhine