We're at the very beginning of a change in how print publishers' fulfillment houses do business. But early results are encouraging enough that e-mail renewals could spread quickly. Centrobe Internet project manager Pat Gray says the potential is huge for cost savings and better renewal rates with e-mail renewals. With such instant results, fulfillment systems can quickly turn around and do secondary mailings to those who haven't responded to the first renewal notice. For paid subscriptions, online renewals charged to a consumer's credit card bring in the money right away, vs. having to wait for the check to arrive in the postal mail.
Cost savings are substantial.
Personalized messages are sent to subscribers alerting them that their print subscriptions are about to expire, and suggesting that they renew online. Or after one unsuccessful e-mail message, the fulfillment house might return to conventional subscription renewal methods. E-mail renewals tend to work better for some publishers than others. A publication with an audience for whom e-mail addresses are common makes the best candidate, of course. Magazines like Wired , PC Week , etc.