A TEST COMBINING ISSUE WRAPPERS with prerecorded voice messages helped Business News Publishing realize a 5% to 8% increase in subscription renewals.
The Troy, MI-based publisher of B-to-B trade magazines used SoundBite Communications’ recorded voice-messaging technology to call 10,000 subscribers and alert them that their next issue would be wrapped in a renewal form.
The wrappers gave the option of renewal by mail, fax or online (at www.bnp.com).
Ten magazines were used in the test last spring, said Lauren Racey, circulation manager for World Trade, Environmental Design & Construction and Supply House Times. While titles such as Process Heating saw no change from the standard 12% to 18% renewal response rate, the other books in the test
