Jon Bard -- Children's Book Insider (901 Columbia Rd., Ft. Collins, CO 80525)

Our first effort to get subscribers started with a small classified ad in Writer's Digest. That worked pretty well, but we've moved beyond that in terms of cost-efficiency and effectiveness. Today, we use a mix of publicity, direct mail, the Internet and "guerrilla" marketing tactics to find new subscribers.

Our publicity program includes regular mailings to newspaper feature editors, columnists and writing magazines. Recently, an LA Times Syndicate columnist featured us in her column. The piece ran all over the country and generated close to 100 subscriptions to date and we're still only halfway through answering all the requests generated by the piece!

For us, direct mail consists largely of a catalog mailing to lists of children's writers. There aren't many such lists, so we've had to be pretty creative about finding them. The more we've profited from the Internet, the less excited we are about the time, effort and money that goes into direct mail but, if the list is right, it still makes sense.

The Internet has been a godsend for us, and has been exceptionally effective. Our Children's Writing Resource Center on the web provides us with credibility, visibility and a steady stream of orders.

As for the "guerilla" stuff, I'll give one example: we created our own monthly "syndicated" column called "Writing For Kids" that we offer to writing publications. Our only "payment" is a brief description of our newsletter and information about how to get our free catalog included at the end of each column. The column runs in 25 publications and generates tons of response. It great for us, and it's great for the publications, who can offer their readers top-notch how-to advice about writing for kids...and it doesn't cost them a penny.

Edith Flowers Kilgo -- Creative Downscaling (PO Box 1884 Jonesboro, GA 30237-1884)

In the beginning we made the decision to throw out all the trite and tired advice that is usually given to newsletter publishers. We don't do blanket mailings of PR kits and we don't do free samples. It is our experience that the person who pays for a sample is far more likely to subscribe. We've tracked the results and firmly believe giving away samples is detrimental to any newsletter and to the industry as a whole. We send inquirers a letter explaining our philosophy of downscaling and why we don't do samples. We enclose a list of back issues and if they simply must do samples we allow them to pick which one they want. The irony is, that instead of picking one sample, they are as likely as not to order all of our back issues plus a subscription, sight unseen!

I am always thinking of new ways to promote the newsletter that others are not pursuing. For example, I contacted the company that publishes coupon booklets that school children sell and got Creative Downscaling included. I've done co-op deals with other publications to get special deals for my readers and to offer special deals to theirs. I also try to place as many of my previously published articles in other publications as possible. I specifically target those in the 20,000 to 100,000 circulation range. These publications are hungry for good material but have little money to buy good articles with. They are pleased to give us a plug in exchange for an article.

We prefer to court subscribers from the large number of inquirers that write to us as a result of this kind of media attention. There are times when we get up to 200 letters a day. If you couldn't turn some of those into subscribers, why would you think "cold calls" would work better?

As a result of our highly targeted mailings, we've gotten publicity where it counts.

Walter Boomsma -- Eagle News (Abilities Unlimited, 2005 Shore Rd., Ocean View, NJ 08230)

Eagle News is written for individuals, not a market. Most of my "market penetration" has been achieved through consulting work, speaking engagements, and referrals. Answering your question and having it published, for example, can be considered a referral because it gets the word out in a fairly straight-forward manner--no hype. That is the essence of marketing. Done properly, it is perhaps the most cost-effective method and will always be a keystone in our program.

Today's consumer is overwhelmed with marketing messages. Sometimes the best way to win is not to play the game. I have "subscription cards" stashed everywhere. When I stop at the local convenience store, I'll tack one on the community bulletin board. Admittedly, that probably doesn't qualify as "targeted marketing," but if someone takes it, I've gained a subscriber.

Marketing is a mindset and a process, not an event. If you design a direct mail program and sit around waiting for it to be printed, you're not marketing.

Peter Baylies -- At Home Dad (61 Brightwood Ave, North Andover, MA 01845)

I reach the majority of my market through free publicity. I started out giving away free samples of At Home Dad and from there built a list of names. I mentioned the names to newspapers who wanted a local story angle. It worked like a dream and I had articles published about At-Home Dad in 50-60 papers, appeared on several cable television shows and was mentioned in all the top parenting magazines. I got a the best response from newspaper articles. I also have a web site. I get about 100-150 subscribers per year from the Internet as I have an on-line subscription form which is automatically mailed to me.

Sue Woods -- Spouses of Police Officers (PO Box 688, Magnolia, TX 77353)

In October of 1996, we launched our web site which has helped subscriptions immensely. And in February of this year we started a mail-list for spouses/significant others. I have made great contacts by reaching out to other editors of law enforcement magazines. Most are extremely helpful and appreciate the exchange of information.

Lesley Spencer -- Our Place (Home-Based Working Moms, PO Box 500164, Austin, TX 78750)

The majority of subscribers have found us through magazine articles that have been written about us. I send out news releases to nearly 200 parenting magazines when I have something newsworthy to share.

The biggest amount of inquiries, not surprisingly, came from a small article that was printed in Baby magazine -- a national magazine that is distributed free at many doctors' offices. I also have received local TV coverage on the three major networks that has brought in many local requests and new subscribers. Two of the three local TV stations found me as they happened to be doing stories on working from home and child care and through their research learned of our organization and newsletter.

In December of 1996, we launched our web site. We have had a good response from that as well. In a little over three months close to 100 mothers have submitted the member form via email. It is a very inexpensive way to reach potential subscribers as well as have a presence on the internet.

We also have reached our market by being listed in parenting resource directories.

Jean Lawrence -- Cheap Relief (734 W. El Alba Way, Chandler, AZ 85224)

Cheap Relief is actually a loss-leader for my marketing business. I put everyone I meet on the list and if they don't pan out as clients, eventually I drop them. This way, though, I can keep myself in the consciousness of hot prospects until I am utterly sure they are non-starters. This has paid off many, many times over. I get my readers by word of mouth. I have subscribers who have been with me the whole 10 years, and others who read about it in Oxbridge (or maybe Subscribe) and ask to come onboard for this little adventure. I do no promotion. No time. My average reader is a trade association executive, PR, marketing, or communications, VP level. Over the years, I've had subscribers from TV Guide, the White House, and Gannett. They have one thing in common. They are already good communicators. Now they want the out-of-the-way tip, new perspective, or thought-provoker to become even better.

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