Client Success Stories » Magazine Subscribers

Using Attitudinal Targeting to Win Back Lapsed Magazine Subscribers

The Issue:

A leading magazine publisher wished to recruit new subscribers for one of its titles from its large file of lapsed subscribers. The publisher was getting insufficient response from mailing to households selected using a traditional responder model. Twenty-Ten was asked to find the best prospects among both recent (last 2-year) lapsed subscribers and distant (3-5 years ago) subscribers using an attitudinal targeting engine filter.

The Approach:

Twenty-Ten focused on the attitudes that corresponded with increased interest, response and subscription intent for the magazine. Key attributes identified included:

"I follow the private lives of celebrities very closely"
"Others seek my advice on style"
"I believe that I am an easy target for sales people"

Twenty-Ten used its patented, proprietary modeling methodology to identify consumers who both qualified under the existing responder model and shared these attitudes. Consumers in the top two deciles of the database, after being scored by attitude, were identified as the prime targets. These consumers then received a mail piece inviting them to re-subscribe.