Mags Canada 2008 direct coop marketing campaign does better than goals

Magazines Canada's 2008 cooperative direct marketing campaign exceeded its goals. A complete report on the second year for the program will be released during the MagNet conference, but here are some of the highlights:

• 11,161 net paid subs (up 18% from last year -- the goal had been 6%)
• Cost per sub improved by 32% ($28.90, down from $42.72 last year -- the goal had been 15%)
• Pay-up rate remaining steady at 90%

176 mags participated in the 2-for-1 offer, an increase of 14% over 2007. The program largely used addressed admail (377,500 units) and polybag inserts (422,600 units), augmented by web and e-mail efforts and a test of blow-in cards in the English magazines. The results for admail were good at 1.87% response. Polybag inserts drew at 0.67%.