B2B price testing results

B2B publishers usually charge so much they collect only a few subscribers and have to send out free copies to make up the shortfall. Although this free circulation business model suffers most during a recession, B2B publishers continue to send out free copies unnecessarily to reach the circulation figure demanded by advertisers.

 B2B publishers have the cost of producing the magazine in mind and probably some historic subscription rate figure they feel they cannot move away from because it’s published somewhere.

 But a B2B publisher can usually reduce free distribution by offering a lower subscription rate that attracts thousands of new readers.

 Some publishers are currently converting B2B and other free specialist titles to paid-for subscription. In the example below, the publisher commissioned a series of emails to build a subscriber list to run alongside his free list.

 So what kind of response can you expect to a series of emails to your B2B and specialist magazine prospects? What will the creative work cost to convert the free readers?

 Here are some typical recent figures. These figures are based on creative copy and strategy produced by a professional copywriter / subscriptions consultant (ie. not in-house work):

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