I was on the team that launched Men’s Health magazine (www.Menshealthsa.co.za) in this country and felt very proud to read yesterday it had broken through the 100, 000 circulation barrier with the December issue. Aside from the opportunity of working on such a great brand, the real benefit to me was the learning about the publishing industry while attending monthly team meets and yearly bosperaads. A key learning was around subscriptions and the risk in training subscribers, through ever more lavish gifts, to delay their re-subscription to the last.
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