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Also, don't be afraid to pick up
phone and call an existing advertiser or two and ask them how publication pulls for them. Direct competitors will be reluctant to talk with you about this... but non-competitors will usually respond with some good information.
Be alert to difference between "circulation" and "readership". Only make your advertising decisions on basis of actual circulation. Readership is a figure that publications like to toss around to inflate perceived importance and size of their audience. The only real measure worthy of your consideration is their "audited circulation".
TESTING...
Only test one niche publication at a time unless you have very sophisticated ad tracking available to you. If niche is unresponsive to your offer in one publication...there is a very good chance that it will be unresponsive in all other publications which address that niche. Refine your offer... and test same publication again. If it fails second time with a completely different offer... then you should move on to another niche.
MAILING LISTS...
Make sure that you inquire as to whether or not publication will rent you their mailing list.
Most will rent you a set of subscribers names for a one-time use. If you rent a set of names... do not attempt to copy and re-mail those names. The lists are seeded with trace names that will alert publications of your re-use of names. It is a violation of use agreement and there is much case law to support claims of publication. If you are caught re-using one-time-use rental names you will be subject to fines and penalties by law.
Names are usually available by specific "sorts" or "selects"... that is, you can select names by such variables as zip code, gender, title, etc. If you are mailing Seasilver postcards to a niche market you may want to confine your original test mailing to zip codes which are close to your own... to make follow-up easier and less costly.
Names which reflect paid subscribers are more responsive and of better quality than names which are "free controlled circulation" names... although in most trade publications you will find that "controlled circulation" (free) is norm.
Another way to approach logistics of direct mailing is to contact a "list broker" or "lettershop" in your local area and begin a relationship with a knowledgeable staff person. Define closely what you are looking for in way of target audience and broker will use seek out and present options to you to select from.
You may want to subscribe to Target Marketing Magazine (FREE) . It is full of marketing resources, list brokers, and helpful articles that will educate and inform you on field of direct marketing.
Well, there you have it... a primer on targeting niche markets. The techniques described above will work to identify any niche. Targeting responsive niches will build your business quickly, profitably... and cost effectively!
