Bill Mickey of Audience Development writes about how Bloomberg Businessweek is being delivered in new ways to subscribers, including with the morning newspaper in some markets.
Mickey writes, “Currently, 9 percent of the magazine’s 860,000 domestic print subscribers already receive the magazine this way. The publisher wants to expand into other metro regions and raise that to 30 percent by the end of the year.
“And that figure is just a 4Q 2011 goal. The magazine likely won’t stop there. Instead, to counteract delays caused by the Postal Service’s FSS equipment and a potential five-day delivery schedule, it will continue to explore ways to transition more print subscriber copies away from USPS delivery and into co-delivery with newspaper publishers and other private delivery services.
“Right now, the weekly magazine achieves about a 60 percent cumulative delivery rate between Friday and Saturday with the Postal Service. The remainder of subscriber copies arrive sometime between Monday and Wednesday—the latest arriving almost a week after the issue ships.
“By partnering with a major newspaper and/or a private carrier, the magazine has a guaranteed Friday delivery by 6 am.”
Read more here.
