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HeyIm looking for a good welding magazine. One with projects, tools and equipment reviews and some metal working. Any help is greatly appreciated!Thanks!
Reply:me too. free bump...bd
Reply:Well I guess this answers our question, but why wouldn't additional circulation benefit the mag?http://www.weldingweb.com/vbb/showthread.php?t=5659Fearcity:Well, to put it bluntly, yes, we must pick and choose who receives the magazine. We make our money from advertisers; we must promise a specific demographic audience in order to get their business. That's what all those questions on the subscription form are about. (This is standard across the trade journal industry; not unique to us.)The fact is, we want to provide the magazine to people who are going to make use of it. But we promise a specific demographic to our advertisers, which we must deliver.Each issue we mail costs a little over a dollar, by the time you print it and pay for postage, so the numbers add up pretty quickly. In addition, paper prices, postage costs and ink have all seen double-digit increases for each of the last 2-3 years -- while demand for advertising pages is declining. That means there is tremendous pressure to manage the number of issues we mail.Our industry is infamous for the way it handles circulation. People sign up for a magazine; they don't "qualify" (actually a technical term in our circulation department) under the parameters the magazine has set for advertisers. But the magazine doesn't want to tell them, "Hey, you're not good enough to get this magazine." So instead, they just never hear back. Worse, the qualification priorities can vary from one part of the year to another. If a magazine promises advertisers, for example, that it will deliver 20,000 managers and 20,000 engineers, and it gets all the managers it needs in the the first part of the year but falls short among engineers, it will put on a full-court press in the second half of the year to add more engineers. And managers who try to subscribe during this time, might not be added to the active subscriber list. This is, of course, oversimplified. But it's a window into our business.Bottom line: we must prioritize by sending the magazine to those readers for whom we can get paid. It's as much art as science.The most economical way for any magazine to provide access to everyone else (which we very much want to do) is through a website. We've invested a lot of resources over the last 12 months to make ours easy to use, and it provides every word that runs in the magazine - plus more.We've also invested in this site, WeldingWeb, because we know that the "target audience" of the magazine does not, by any stretch of the imagination, comprise the universe of people who buy and use welding equipment. This site helps us provide advertisers with access to potential customers who might not receive the magazine; and by integrating it with our content site, http://www.weldingdesign.com, it helps us provide the content of Welding Design & Fabrication magazine to a larger audience than current economics allow us to reach through the printed format.I know that may not be the most satisfying answer. But it's honest and I hope it makes sense.__________________Bob RosenbaumPublisherWelding Design & Fabrication |
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发表于 2021-9-1 00:59:26