Parents Go for Soft Sell

A magazine's editorial staff knows better than anyone what makes a publication great.

It's no surprise, then, that a new subscription-building package with copy written by the editors of FamilyFun generated a 4.4% response — and even better, a 70% pay-up rate.

Earlier this year, the magazine sent out 1 million pieces to lists of frequent buyers of products like Baby Einstein videos, as well to names on other Disney-owned files and external lists from rival parenting magazines, says Sean O'Connell, director of consumer marketing at Disney Publishing Worldwide Inc.

“It was phenomenal,” he notes. “We've always had great direct mail economics but these were the best numbers we had in two years.”

The key difference, apparently, was the copy.

“We got talking to the editors and they really wanted to take a shot at doing a promotion,” O'Connell says. “They used the same magalog format but really tried to speak to what they felt their audience was responding to best.”

The previous control, put together by freelancers, was an 8-inch by 10-½-inch polybagged package containing an eight-page mockup of the magazine and a four-page letter with the “FamilyFun” logo in red type and a featured offer of “Only $1 an issue.”

The older letter began with “Dear Friend: It's the most fabulous guide for families published in a generation. And that's because it's filled with all the good things that make parenting such a joy.” The letter went on to offer reader testimonials and ended with the line, “HURRY. We only print so many issues — and they go quickly! Please don't delay. Mail your $1 an issue certificate today.”

The newer letter, just two pages, takes a lower-key approach.

The headlines, printed in smaller type, say, “Welcome to FamilyFun, the magazine families go to for great ideas.”

The letter, addressed “Dear Parent,” leads off: “Childhood flies by so fast! As parents, we want those amazing years with our children to be full of laughter and lasting memories.”

On the lower left is an inset photograph of its author, creative director Ann Hallock with her son. The letter ends, “With this great offer, there's no risk and no reason not to get in on the fun! So please mail the enclosed postage-paid card today and start your FamilyFun.”

This latest campaign is part of FamilyFun's efforts over the past five years that have doubled its circulation and audience to 2 million, O'Connell says. The magazine generally sends out four acquisition mailings per year.

FamilyFun hasn't decided its future mailing schedule just yet, according to O'Connell. He adds, however, that while the magazine also builds subscriptions through viral and online marketing, direct mail remains a mainstay: “Right now, as fixated as we are online, there's still an undeniable traction with direct mail.”

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