Customer magazine case study

Customer magazine case study: While I’ve been known to disagree whenever a publishing “agent” from the UK says their custom magazines are “more creative” or whatever than those from the U.S., I’ll admit that British marketers have a more enlightened understanding of the power of a magazine. As this case study from the UK Direct Marketing association shows, a business-to-business custom magazine can even help a broadcast property succeed.


Sky Business launched Preview, the monthly customer magazine for 28,000 Sky business subscribers, predominantly pubs, bars and clubs. With a mix of trade and sporting content, it aims to show licensees how they can profit from forthcoming sporting events shown on Sky Sports, while also providing industry insight to benefit their business. Preview is also used to market additional Sky products and services and communicate service enhancements such as channel launches.

By demonstrating the business-boosting opportunities provided by Sky Sports coverage and value of a subscription, the title aims to increase loyalty to the company and reduce customer cancellations

Jeff goes crotchety

Jeff goes crotchety: Jeff Jarvis points to a NY Times article that has as its headline, “The Blog Generation Takes Up Its Trowels” and notes that the story has only a lame link to blogging (one of the young, urban gardeners has a blog). But what really irks him is the “blogging generation” tag and its implication that weblogs can be reduced to a youthful fad.

And then, to drive home his point he makes this observation:

Well, look at that picture to the right with the gray beard (which, I’ll confess, is even grayer now; so’s the hair). Check out pix of (no offense, friends) Roger Simon or the ailing (well, maybe it should be a young person’s game) Glenn Reynolds or Rex Hammock (who’s just as old as I’m about to be but doesn’t look it). People of all ages are blogging. It’s not a generational moment. It’s a movement. It’s an era. Damnit.

Wow. I’ve been 50 for less than six weeks and already I’m an old fart poster child. And as noted in a comment on Jeff’s post, “it’s amazing what having a photoshop guru on ones staff can do for one’s appearance of youth.” For the record, I agree with Jeff. But he could have pointed to Doc Searls instead and it wouldn’t have hurt my feelings.

Alice online

Alice online: Check out the “official” website of my friend, Alice Randall at the easy-to-remember URL, It will be morphing into a weblog (thus, the Typepad platform) but already is a great resource to find information about her new book, Pushkin and the Queen of Spades and her current national book tour.

Photo: Alice spoke and read Monday (her book’s release date) to an enthusiastic audience at Nashville’s Davis-Kidd Bookstore. She’ll be in Philadelphia tonight at the Free Library of Philadelphia (Central Library) at 7 p.m. (Click on photo to enlarge.)

Hobbs hope?

<b>Hobbs hope?</b> If the Tennessee Legislature has the
wisdom (as <a
href=””>it appears may
be gaining</a>)
to nix the efforts to place a “stealth tax” on the benefits coming from
a federal tax incentive designed to encourage small business to make
capital investments, I’ll be happy to credit Nashville blogger <a
href=””>Bill Hobbs</a>. He grabbed the
story first and <a
let go</a>.
Another group appreciative of his efforts will be the employees of
Hammock Publishing who were really counting on some new equipment that
is being ordered as a result of the targeted tax provision.