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A LOOK AT A CAREER IN MAGAZINES: BEHIND THE PRINTED PAGE
SUBSCRIPTIONS MARKETING
A subscriptions marketing executive is responsible for managing the subscriptions files on a
number of magazines to deliver volume, revenue and profit. This could be on either a consumer
or B2B title.
TYPICAL RESPONSIBILITIES INCLUDE
• Devising the subscriptions strategies on given titles/projects
• Managing marketing campaigns
• Analysis on the effectiveness of past campaigns
• Briefing on creative for new promotion activity
• Proofing creative
• Meeting publishers, editors, brand marketers to report on subscriptions activity
• Exploring new initiatives and outlining opportunities to grow a title’s subscriptions
• Forecasting the subscription file volume, revenue and profit for future months/years
• Briefing fulfilment bureaux on marketing activity
SALARY AND CONDITIONS
• Salaries range from about £16-22k depending on prior experience and location
• Working hours are usually Monday to Friday, 9 - 5.30pm
TYPICAL ENTRY REQUIREMENTS AND TRAINING
• Ability to carry out analysis and use spreadsheets.
• Good organisation skills and ability to work to deadlines
• Literacy, numeracy, flexibility and creativity.
• A team player with good interpersonal skills and communication skills.
• Usually degree level, good A-Levels or second jobber
• Training: PPA Certificate in Direct Marketing (not essential)
• Previous work experience in publishing, direct/subscription marketing or in market
specific to title(s) preferable
TYPICAL DAILY WORK ACTIVITIES
• List research, list swaps
• Copywriting and proofing
• Planning direct marketing campaigns for subscriptions acquisition
• Managing email campaigns
• Liaising with internal and external suppliers
• Setting up and administering any tests
• Reporting back on results
• Keeping guard files
• Working with telesales – providing leads for subscriptions sales
CASE STUDY
Lucy White, subscriptions marketing executive, Haymarket Consumer Publishing
What do I do on a daily basis?
© Periodical Publishers Association Autumn 2004
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I currently look after 5 titles so every day is different. That’s one of things I love about this job.
When I first started out, I thought I was more creative than analytical, and I was a bit dubious
about the number crunching aspect of the job. Now I’m 50/50. The one thing I would say is that
you have to be highly organised.
Part of my day is spent writing reports for the publishing teams. I monitor my campaigns
carefully and report back on the campaign, our current volumes, revenues and yields. I quickly
learnt that it is vital to keep all of your reports updated, and to keep your figures at your
fingertips. You never know who is going to ask you for an update, or when!
I attend all of the Publisher meetings and hold bi-weekly subs meeting with the Publisher to
discuss what I am doing and what our strategy is. I also have monthly meetings with the Ad
manager to identify third party opportunities. I am involved in client meetings where relevant and
write proposals for third party subs activity. I write an agenda for each Publisher and Third Party
meeting and the action points which circulated afterwards.
I brief in new campaigns to our Production and Design department on a daily basis. With 5 titles,
there is a constant flow of activity, both in-mag and third party. I spend a portion of my day
writing copy and coming up with new creative ideas for our campaigns.
How did I get into subscriptions marketing?
I worked for a small Publishing company after university and did a bit of everything. I worked
across their B2B and consumer titles, looking after the subscriptions marketing and fulfilment.
My role included marketing our magazines through national press and direct mail, recruiting new
registrations and maintaining the old registrations for our controlled circulation titles, supporting
the ads teams, and writing media packs.
It was a bit of a mixture and in the end, not much of a challenge. I had no control over budgets
and the marketing role was limited. I wanted to specialise in a growing aspect of the publishing
industry and subscriptions was the obvious choice.
What do I like about my role?
Pretty much everything! Like I said before, every day is different. There are obviously things that
I like more than others. I didn’t realise quite how much there was to subscriptions marketing. I
am lucky that I work for the company that I do, where subscriptions are recognised as being an
important and integral part of the overall company strategy, and they have sent me on the PPA
Certificate in Direct Marketing course, as well as a number of copywriting courses.
I like the fact that I get to work with so many different people from different departments. I work
with Ads, Publishing, Editorial and Production, as well as closely with the other members of my
team. We all sit close together which is brilliant for bouncing ideas off of each other. We have
weekly meetings and brainstorm, which is invaluable.
I really like the copywriting aspect of the job. It is very interesting to learn about how people
think and how they respond to different offers and creative.
Its great when a campaign is successful, but it isn’t a disaster when its not. The most important
thing is that you have tested an idea, and you learn something from it.
Courses and events have helped to motivate me. There is so much to direct marketing for
subscriptions. You get a real sense of how important subscriptions are to a Publisher, and how
quickly the subscriptions industry is growing. There are loads of new initiatives, driving the
industry forward, so it is an exciting time to be involved.
© Periodical Publishers Association Autumn 2004
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CONTACTS AND ADDRESSES
Periodical Publishers Association Ltd (PPA)
Queens House, 28 Kingsway, London WC2B 6JR
Tel: 020 7404 4166
www.ppa.co.uk
Periodicals Training Council (PTC)
Queens House, 28 Kingsway, London WC2B 6JR
Tel: 020 7404 4166
www.ppa.co.uk
Direct Marketing Association
DMA House
70 Margaret Street
London
W1W 8SS
Tel: 020 7291 3300
Website: www.dma.org.uk
Directory of Publishing Companies
Benn's Media Directory, CMP Data & Information Services, Annual (Feb)
Willings Press Guide, Hollis Publishing Ltd, Annual
WHERE TO LOOK FOR VACANCIES
Campaign, Haymarket Publishing Ltd, Weekly
The Guardian, Guardian Newspapers Ltd (http://www.guardian.co.uk) , Daily
Marketing Week, Centaur, Weekly
Media Week, Quantum Business Media Weekly (www.mediaweek.co.uk) Weekly
Precision Marketing, Centaur, Weekly
Press Gazette, Quantum Business Media , Weekly
© Periodical Publishers Association Autumn 2004
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