I enjoy flipping through a magazine as much as anyone else. And because I support my kid’s activities I generally end up with more subscriptions than I need. Once hooked, however, the sales tactics used by publishers to keep me as a customer do nothing but drive me away.
I have a subscription to a well known magazine that ends in May 2011. For the last several months I have been inundated with requests to renew my subscription. Every month, sometimes twice a month.
The fulfillment houses are killing the experience of subscribing to a magazine while trying to keep the US Postal Service afloat. A new 24 month subscription is followed by perhaps a three month hiatus then WHAM, an onslaught of junk mail for 21 months throwing every possible offer my way. Multiply this by 6 and it becomes tedious to open the mailbox. And wasteful to boot.
I had a subscription to the WSJ for many years. This year I decided not to renew. My decision was met with an onslaught of mail. Extensions, offers, online, print, etc. , but at the same rate of $400+ per year. Six weeks go by, my paper continues, the offers stop, the paper stops. Another two weeks go by, a new offer appears – this one for 1/4 the cost. My thought – as a loyal customer why wasn’t I offered the low rate in the first place?
The moral of the story – subscribe, throw everything from the publisher away, let the subscription expire, go without, wait for new rate and renew if you dare.
No wonder print media is doomed.