In this economy, a publisher’s ability to provide value to advertisers and subscribers is more important than ever. We at ARGI believe it is essential for surviving in these difficult times. ARGI Focus’s Lead Generation program is one of the few tools available to publishers for quantifying the value of advertisement placement, and for securing advertising placement in future editions. Your advertisers will thank you for it.

Coming up: Look for a new blog entry each week in our series entitled "Building a Successful Lead Generation Program", with tips gleaned from our many years in the reader response business.

Best Practices for Building a Successful Lead Generation Program: Branding


Branding your publication’s lead generation program is one of the best ways to build and enhance reader response and to increase lead volume. An increase in lead volume helps your publication:

• Gain a competitive advantage
• Gain and retain advertising
• Highlight the strength of your publication name/brand

Our vast experience in the reader response business tells us that branded reader response programs perform much better than those that aren’t. An ARGI Focus client, Edgell Communications is doing this. In branding their program, they developed a friendly, memorable character named Tia (Timely Information Available), who is placed throughout their magazines and on their websites to inform readers about their reader response programs and to encourage reader participation.

When creating your reader response brand name, keep in mind that the name should:

• Suggest something about the service (What is most important to your readership?)
• Be short and memorable (Remember the KISS principle)
• Be easy to spell (No supercalifragilisticexpialidocious)
• Translate well into other languages (Just say “No” to Nova and Evite)
• Have an available domain name (To use for the online reader response service)

If you haven’t done so already, we encourage you to begin branding your own Tia today. Contact your ARGI Focus account manager at 1-201-391-1500, or email us at argifocussupport@callargi.com today to help you evaluate your reader response needs and offer you services to help you achieve your new goals.