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| | Circulation Management: Improving Reader Service Response Numbers |
 | | In a study in which readers were asked to name their most common methods of response, without being supplied with specific vehicle choices, about 12 percent reported using reader service cards--a number quite close to the actual counts for the publication. |
| | While it may sound counter-intuitive, forcing readers to print an assigned advertiser number in boxes on a card, as opposed to simply circling numbers printed on the card, can actually improve response, according to Koppelman. |
| | Indeed, Koppelman, Sprague and Nick Cavnar, VP, circulation for Intertec Publishing, all report that internal studies indicate that use of reader response vehicles is actually on the upswing overall--but magazines aren't getting credit for the increasing numbers of responses through non-card vehicles. |
| www.findarticles.com /p/articles/mi_m0BOR/is_12_14/ai_59553484 (1390 words) |
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