CM ASKED: WHAT WAS YOUR MOST "OUT-OF-THE-BOX" RECENT TEST?



* BRIAN KURTZ Executive VP, Boardroom, Inc.

About a year-and-a-half ago, we fell into what turned out to be a successful test. We gave a copywriter poetic license to revise the package for our tax newsletter, Tax Hotline. Given the copywriter's track record, we let him run with a new concept and format, converting our tabloid magalog control into a less expensive, #10 package.

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We wanted to continue selling Tax Hotline using a hard, cash up-front offer. Bill-me offer results tend to be weaker in this newsletter's vertical market. We had tested traditional bill-me offers on this product at least twice in the past, without success.

The copywriter bucked tradition and designed the new order card to look like a receipt. It was labeled a "Reply Voucher," and had somewhat different contract copy than the original and considerably more white space. The copy didn't push very hard for the credit card number or cash up front, but it didn't read like a bill-me, either. It was--if this is possible--a "soft, cash-with-order offer."



We decided to go with the copy as it was, and over 80 percent of the response came back without payment. We thought we had a disaster on our hands. But after sending out a quick, plain-vanilla billing series, pay-up was higher than we had ever seen on our previous, "planned" soft offers.

I think that one reason this test didn't backfire was that, even though prospects didn't pay up front, Tax Hotline's audience is, in a sense, pre-qualified because of its vertical market. Also, the copywriter told such a compelling story about the newsletter's strategy that readers were compelled to respond. In fact, gross response indexed at over 200, and net response was 22 percent over the control's. This package is now Tax Hotline's control, and the billing series is fairly standard. We continue to test new ways to boost pay-up even further.



This unplanned, serendipitous test taught us to be conscious of the offer copy and never to underestimate copy strength. The better the copy--even with a "softer" offer--the better the pay-up. If your copywriter understands the psyche of the average subscriber and understands direct marketing offers, you should give him or her some room to "play."

* WALT TERRY

Senior Manager, International and New Business, National Geographic Society

One way we target new National Geographic international subscribers is to use internal lists--expires and house names from other National Geographic Society publications. The problem is that National Geographic is the locomotive that draws names for its sister publications, but its sisters do not draw many names in return, because most of their subscribers already receive the flagship publication.

While our core multinational lists, such as The Economist, Time, Forbes, International Herald Tribune and Scientific American, are instrumental in building circulation, we've started testing lists outside of our standard travel, science and business categories.

We're "testing smart" by "testing silly"--playing detective and selecting lists that might seem to be offbeat choices. Alone, each list's response might be a blip on the radar screen. But when added together, such lists can surpass response from standard categories.



One out-of-the box list we tested was from international fruitcake confectioner Collin Street Bakery. While testing a fruitcake company may seem a little...well, nutty...its client base is comprised of well-educated, international professionals, who are consistent with our reader profile. Surprisingly, it indexed at 200 for us, performing better than many conventional multinational publication lists.

We're also testing AOL's list, for two reasons. First, AOL has an impressive quantity of names worldwide and is aggressively pursuing growth. Also, the performance of that list will presumably be, in some way, indicative of the whole category.

* DAVID LECKEY VP, Circulation, Hachette Filipacchi Magazines

One unique test that we're doing involves mixing direct mail and email. This month, we plan to use email as a response vehicle for a number of our magazines' direct mail campaigns. New subscribers will be given the option of responding to an offer via email, mail-in order forms or BRE's. By including email as an alternative, we hope to increase response, credit card payments and renewals by email for continuous service.

The direct mail copy will push hardest for email, promoting it as a reader service that fits well with today's busy lifestyle. Some people will likely respond at work, while others will respond at home using their PC's, or on the go, through their palm pilots. Such orders will also make sending acknowledgements or thankyou's for subscribing easier and less expensive. We can bounce them back quickly rather than using the USPS to mail traditional cards.



What makes this an "out-of-the-box" test is that email will help us increase our communication with new subscribers. We plan to provide them with information about the start date of their subscriptions, as well as editorial tidbits. We'll even be able to tie email into our billing series.

There are many unknowns. Will email skew to a younger audience? Will it suppress response somehow? I have no idea. We'll soon find out.

We're also planning a newsstand test for Mobile Entertainment, a best budget car speakers, best car audio speakers equipment title with a circulation of over 100,000. The bimonthly had a very successful four-part editorial series about a year ago, covering the do-it-yourself installation of ahead-end unit, speakers, amplifiers and subwoofers. Since we're always looking for added value, and we know that using existing editorial as a freemium/premium is cost-effective, we decided to market the first part of the series as a freemium booklet to spike single-copy sales.



Use of polywrapped freemiums on newsstand copies is obviously not new, and we've done it several times with other consumer electronics titles. On average, such offers lift sales 10 percent. What's unique about this test is that we'll use the balance of the do-it-yourself series for merchandising to generate additional revenue. The last three parts of the series will be packaged and advertised for $9.95 on the fourth cover of the booklet. Our hope is that sales will defray our promotional costs. This is a one-shot test, effective with Mobile Entertainment's July/August issue, on sale in June.

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To stimulate paid sub sales, the first part of the do-it-yourself series will also be tested as a premium, in the second half of the year. This goes beyond the typical duffel bag premium hype. We may test it using insert cards in the magazine, or in renewal efforts. Or we may partner with advertisers to include it in their audio product boxes, promoting "Finish the job like a pro with a paid subscription to Mobile Entertainment." If all goes well, this will be a grand slam for Hachette.