Custom publishing ROI test

Custom publishing ROI test: Ocassionally, I’m asked about return on investment metrics for custom published magazines. Rarely have I had the chance to share real-time, measurable results, but here’s my chance. Editor & Publisher is reporting that the NY Post is spending $3 to produce ten 24-page ad-free magazines on the history of the NY Yankees. The magazine will serve as a circulation-building premium in coming days. The first issue was distributed in Monday’s paper. As newspaper circulation is measured, in theory, we should be able to compare the impact on NY Post sales of one specific variable: the offer of a custom magazine. To be continued…