Case Study: Magazine Publishing Company boosts agent-sold subscriber renewals with Alliant

Magazine Publisher Generates New Profits from Agent-Sold Subs

Magazine Publishing Company worked with Alliant to address a longstanding challenge: subscribers acquired through subscription agents were renewing at lower rates than readers reached through direct publisher promotions. The company wanted to improve renewals from this agent-sold pool without wasting promotion dollars on unprofitable names, and turned to Alliant for a direct mail renewal solution.

Alliant built a custom response model using mail and response files from prior direct mail renewal campaigns to predict which agent-sold subscribers were most likely to renew directly with the publisher. The highest-response groups produced nearly 100% higher response and payment rates than campaign averages, and the model let Magazine Publishing Company mail about 30% of available agent-sold subscriptions while maintaining acceptable net payment rates, creating new profit and freeing budget for additional campaigns.