Cover Wrap Marketing
Touch Points That Matter®

20 Frequently Asked Questions for Magazine Cover Wrap Campaigns

Cover Wrap Marketing

Touch Points That Matter®

20 Frequently Asked Questions
Valued Platforms for Valued Targets
  • 1 – Who develops the best database for my cover wrap campaign?
  • 2 – Are 1:1 campaigns best for acquisition or retention targeting?
  • 3 – What are the best B2B target prospects?
  • 4 – How long is the basic B2B campaign?
  • 5 – How long are public place & point-of-care campaigns?
  • 6 – Can we purchase a single cover wrapped issue of a magazine?
  • 7 – Who develops the creative? Can you help us with creative?
  • 8 – Do you have a creative template to assist our planning?
  • 9 – What if some of our targets already get a subscription?
  • 10 – Can we eliminate any components?
  • 12 – Can we wrap for current subscribers?
  • 13 – Share more about the announcement letter or postcard?
  • 14 – Do you offer any multi-year, or early renewal discounts?
  • 15 – How long do most B2B clients renew campaigns?
  • 16 – How do we pick the magazine that’s best for our target?
  • 17 – Can we talk with clients about their campaign & results?
  • 18 – Can we use a similar creative the entire campaign?
  • 19 – Can we give our recipients a choice of several magazines?
  • 20 – Are there any additional charges we need to anticipate?
1 – Who develops the best database for my cover wrap campaign?

Audience Innovation uses our in-house team of experts to develop every database for each and every campaign created, combined with our sourcing experts both nationwide and, internationally.

We often work with clients who already have a database and, we either augment what’s given, and/or start from scratch – it’s client/agency choice in these cases.  Always, we first clean a database, no matter what source.  It’s THE most pivotal initial step – everything else fails if the database is poor quality and/or not cleaned/culled.

Our database services are also available a la carte.  Please inquire for more info and options. Contact Us.

2 – Are 1:1 campaigns best for acquisition or retention targeting?
For both B2B and affluent-targeted platforms, client have successfully used magazine cover wraps for both acquisition and/or retention. We’ve done campaigns that are 100% retention and, others are 100% acquisition and many that are both. Given the long-term impact of these very dramatic and hard-hitting campaigns, it’s easy to see how they’d be effective for both targets. If counts are sufficient, and cost is covered, we can do split copy, if needed for most impactful messaging. Audience Innovation uses our in-house expertise to develop the database for each and every campaign created, combined with our sourcing numerous expert database suppliers nationwide, and in some cases internationally.  We also work with some clients who already have their database, and we either augment what’s already given, and/or start from scratch – it’s client/agency choice in these cases. We guide the entire process with an assigned Account Director and Activation Manager, for every campaign engaged and, working with both client and/or agency partners.  We’ll handle the most effective creative/messaging too, if needed – please inquire.
3 – What are the best B2B target prospects?
Whether you’re targeting 2,000 CFO’s, 5,000 channel targets, or 10,000 distributors, consider the impact is dramatic and proven, and essentially, it’s like attaching your company’s brochure to the outside of a well-known magazine every. The continuity and impact are vibrant, and do the math, as much as 72 PAGES of impact each and every year, not counting the gesture of goodwill conveyed by the ‘gift’ of the magazine. It’s perfect for both retention and acquisition.
4 – How long is the basic B2B campaign?
Audience Innovation builds campaigns based on client need and objectives. Given that, we offer a greater degree of flexibility with our magazine partners, to which helps us construct the most effective campaign for each scenario. In most cases, B2B campaigns are generally 12 months in length, though we have flexibility to build campaigns that are 6 months in length, and plus single issue call-to-action options. Each scenario varies based on minimums required.
5 – How long are public place & point-of-care campaigns?
Audience innovation builds campaigns based on client need and objectives. Given that, we offer a greater degree of flexibility with our magazine partners, to which helps us construct the most effective campaign possible for each scenario. In most cases, location-based campaigns are generally 6 months in length, though we have flexibility to build campaigns that are 3 months in length, and in some cases, even a single issue call-to-action. Scenarios vary based on minimum count.
6 – Can we purchase a single cover wrapped issue of a magazine?
Audience innovation builds campaigns based on client need and objectives. Given that, we offer a greater degree of flexibility with our magazine partners, to which helps us construct the most effective campaign possible for each scenario. In most cases, location-based campaigns are generally 6 months in length, though we have flexibility to build campaigns that are 3 months in length, and in some cases, even a single issue call-to-action. Scenarios vary based on minimum count.
7 – Who develops the creative? Can you help us with creative?
Audience Innovation works with client and agency partners to guide the most effective creative messaging possible. In most cases, the client’s agency develops the creative, and of course, we are more than happy to offer guidance and suggestions based on 20+ years experience developing these campaigns. We also gladly provide creative development, if needed and, based on 25+ year’s experience developing these campaign platforms.  It’s a specific type of messaging that works best and, we guide the entire discussion. Please inquire if you’d like to discuss this creative option for your messaging sequence.
8 – Do you have a creative template to assist our planning?
Yes and no.  Audience Innovation provides a creative guide (and specs) with recommendations for all creative units, so your messaging platform is as effective as possible. This information is not published publicly; it’s shared with client’s request it on a one-to-one basis, depending on what’s needed and the situation to which we’re assisting both client/agency partners. Detailed specs are provided for the magazine/s being utilized, and we cover all ‘what’s needed’ in our Campaign Activation Call at the very beginning of a client/agency engagement. It maps the goals, details and due dates of assets needed and, guided by us to assist the greatest efficiency.
9 – What if some of our targets already get a subscription?
We provide access to the world’s leading magazines and, as a result, some recipients already have existing subscriptions to the magazine provided. In these cases, the subscription is paused while the ‘gifted’ subscription is in play, the the original subscription resumes when the client’s capping has ended, all handled seamlessly for the recipient. Via this process, we ensure that no recipient is receiving two issues of the same magazine, and provide a call-in # to rectify correction, or any other subscription revision.
10 – Can we eliminate any components?
Yes, though it’s normally recommended as eliminating any individual component of the campaign jeopardizes the success of the effort, a process proven to work extremely well. The platform is crafted to include an announcement letter and response survey, both of which are integral of campaign’s success. We recommend all elements for these reasons.
12 – Can we wrap for current subscribers?
No, not per se. All campaigns created by Audience Innovation are designed to reach the prospects and/or customers of a company, selected by database filters that provide the most effective targeting possible, and not requiring recipients to already be receiving any given publication. Targeting a magazine’s specific subscribers is offered for in-book advertising, not via cover wrap campaigns.
13 – Share more about the announcement letter or postcard?

The announcement letter/card is an integral part of the campaign’s success.

Your announcement sets the tone for your campaign, letting each recipient know that they’ve been specially chosen to receive this very informative effort, a message from ‘ the CEO of ABC company’, for example. It’s vital component of building the appreciation value of your campaign, a valuable additional touch point that builds long-term connectivity with key constituents, your customers and/or prospects. For B2B campaigns, the announcement is always a 1st class letter mailed on client letterhead to each recipient, which is received about 7-10 days prior to the first issue. It’s timely and impactful, a pleasant ‘announcement’ of your goodwill. For B2C campaigns, the announcement is always a high quality card mailed to each location, received approximately 7-10 days prior to the first issue. It’s timely and impactful, a pleasant ‘announcement’ of your goodwill, and conveys their acceptance of the magazines, and importantly, requesting that the cover wrapped issues be placed in public waiting area. For public place campaigns, the announcement is normally a first class post card, and all other details are similar, so office is notified, and asked to place copies in waiting areas.
14 – Do you offer any multi-year, or early renewal discounts?

Yes, both … and we’re committed to serving the long-term needs of our clients, including offering an annual renewal discount, without clauses for up to three years in advance.

Many clients choose this option, as it’s a no-loss benefit for them to continue, save money, and if they cancel, there is no penalty or remuneration. We strongly recommend this for our clients.
15 – How long do most B2B clients renew campaigns?
The average client life of our annual B2B campaigns is 7.3 years, and 70% of our clients renew their campaigns every year. The longest continuous campaign was 17 years, an effort that became a pivotal component of that company’s annual plans. We’re happy to share more success stories, and case studies, in a one-on-one meeting. We do protect our client’s confidential information, and as a result, we do not share proprietary information, though anecdotal details are available.
16 – How do we pick the magazine that’s best for our target?

Audience Innovation has forged partnerships with nearly every major publisher on the planet, and for those we don’t have relationships, we are constantly adding new titles to our offering for our client and agency partners.

We generally don’t offer ‘trade’ magazines for many reasons, and especially, we’ve proven that trade magazines are not effective. To that end, we provide a choice of recommended titles, based on your target, company culture, and of course, based on budget parameters you convey. The selection of the best magazine is conveyed per factors discussed with you.
17 – Can we talk with clients about their campaign & results?

Yes, we have many clients who are more than willing to share their success, as long as it’s not competitive. Please let us know if you’d like to speak with our prior clients; we’re more than happy to arrange a conference call to convey testimonials.

18 – Can we use a similar creative the entire campaign?

Most of our clients create a template that’s used for the entire campaign, for direct-to-recipeint targets, so the cost is limited, and more importantly, so your recipients immediately recognize the magazine and your message when received. We’re happy to share more to have your campaign most effective and efficient. We’re happy to share more, to keep keep your campaign efficient.

For location-targeted campaigns (retail and point-of-care), the creative is often identical, although some clients will use a different front cover image so there’s a rotation in the location, and the magazines have more visibility as a result.  This is very common.
19 – Can we give our recipients a choice of several magazines?

Yes, though the minimum count must be maintained for each magazine, and an additional 4-6 weeks must be added to the campaign’s start-up, to allow the client/agency to receive and track recipient responses.

If a recipient doesn’t respond, they will automatically be assigned one of the choices given, and can’t be switched once they’re assigned to particular magazine. In most cases, unless it’s a large database, this option sounds enticing, though it’s generally more work than benefit.
20 – Are there any additional charges we need to anticipate?

The campaign cost we quote includes all components of the campaign, turn-key, except creative.

We include all printing, binding and mailing costs for the entire campaign. We also include standard allocation for database development, so that’s included, unless the database request is extraordinary, and in these cases, it will require additional costs. Additionally, we offer the 4-page cover wrap, and as added value in that we provide you the 6-page gatefold option at no additional charge, for 1,000+ recipient campaigns – it’s normally +$1,500/printing, or $18,000 savings annually. Additionally, we normally survey 10% of your targeted recipient list, and as with gatefolds, we are more than happy to offer 100% survey for campaigns up to 1,000 recipients, as an added value option, also upon request or when offered by your sales rep. Otherwise, you deliver film/digital PDF’s for printing, and all costs are handled from that point forward.
  • 1 – Who develops the best database for my cover wrap campaign?
  • 2 – Are 1:1 campaigns best for acquisition or retention targeting?
  • 3 – What are the best B2B target prospects?
  • 4 – How long is the basic B2B campaign?
  • 5 – How long are public place & point-of-care campaigns?
  • 6 – Can we purchase a single cover wrapped issue of a magazine?
  • 7 – Who develops the creative? Can you help us with creative?
  • 8 – Do you have a creative template to assist our planning?
  • 9 – What if some of our targets already get a subscription?
  • 10 – Can we eliminate any components?
  • 12 – Can we wrap for current subscribers?
  • 13 – Share more about the announcement letter or postcard?
  • 14 – Do you offer any multi-year, or early renewal discounts?
  • 15 – How long do most B2B clients renew campaigns?
  • 16 – How do we pick the magazine that’s best for our target?
  • 17 – Can we talk with clients about their campaign & results?
  • 18 – Can we use a similar creative the entire campaign?
  • 19 – Can we give our recipients a choice of several magazines?
  • 20 – Are there any additional charges we need to anticipate?
1 – Who develops the best database for my cover wrap campaign?

Audience Innovation uses our in-house team of experts to develop every database for each and every campaign created, combined with our sourcing experts both nationwide and, internationally.

We often work with clients who already have a database and, we either augment what’s given, and/or start from scratch – it’s client/agency choice in these cases.  Always, we first clean a database, no matter what source.  It’s THE most pivotal initial step – everything else fails if the database is poor quality and/or not cleaned/culled.

Our database services are also available a la carte.  Please inquire for more info and options. Contact Us.

2 – Are 1:1 campaigns best for acquisition or retention targeting?
For both B2B and affluent-targeted platforms, client have successfully used magazine cover wraps for both acquisition and/or retention. We’ve done campaigns that are 100% retention and, others are 100% acquisition and many that are both. Given the long-term impact of these very dramatic and hard-hitting campaigns, it’s easy to see how they’d be effective for both targets. If counts are sufficient, and cost is covered, we can do split copy, if needed for most impactful messaging. Audience Innovation uses our in-house expertise to develop the database for each and every campaign created, combined with our sourcing numerous expert database suppliers nationwide, and in some cases internationally.  We also work with some clients who already have their database, and we either augment what’s already given, and/or start from scratch – it’s client/agency choice in these cases. We guide the entire process with an assigned Account Director and Activation Manager, for every campaign engaged and, working with both client and/or agency partners.  We’ll handle the most effective creative/messaging too, if needed – please inquire.
3 – What are the best B2B target prospects?
Whether you’re targeting 2,000 CFO’s, 5,000 channel targets, or 10,000 distributors, consider the impact is dramatic and proven, and essentially, it’s like attaching your company’s brochure to the outside of a well-known magazine every. The continuity and impact are vibrant, and do the math, as much as 72 PAGES of impact each and every year, not counting the gesture of goodwill conveyed by the ‘gift’ of the magazine. It’s perfect for both retention and acquisition.
4 – How long is the basic B2B campaign?
Audience Innovation builds campaigns based on client need and objectives. Given that, we offer a greater degree of flexibility with our magazine partners, to which helps us construct the most effective campaign for each scenario. In most cases, B2B campaigns are generally 12 months in length, though we have flexibility to build campaigns that are 6 months in length, and plus single issue call-to-action options. Each scenario varies based on minimums required.
5 – How long are public place & point-of-care campaigns?
Audience innovation builds campaigns based on client need and objectives. Given that, we offer a greater degree of flexibility with our magazine partners, to which helps us construct the most effective campaign possible for each scenario. In most cases, location-based campaigns are generally 6 months in length, though we have flexibility to build campaigns that are 3 months in length, and in some cases, even a single issue call-to-action. Scenarios vary based on minimum count.
6 – Can we purchase a single cover wrapped issue of a magazine?
Audience innovation builds campaigns based on client need and objectives. Given that, we offer a greater degree of flexibility with our magazine partners, to which helps us construct the most effective campaign possible for each scenario. In most cases, location-based campaigns are generally 6 months in length, though we have flexibility to build campaigns that are 3 months in length, and in some cases, even a single issue call-to-action. Scenarios vary based on minimum count.
7 – Who develops the creative? Can you help us with creative?
Audience Innovation works with client and agency partners to guide the most effective creative messaging possible. In most cases, the client’s agency develops the creative, and of course, we are more than happy to offer guidance and suggestions based on 20+ years experience developing these campaigns. We also gladly provide creative development, if needed and, based on 25+ year’s experience developing these campaign platforms.  It’s a specific type of messaging that works best and, we guide the entire discussion. Please inquire if you’d like to discuss this creative option for your messaging sequence.
8 – Do you have a creative template to assist our planning?
Yes and no.  Audience Innovation provides a creative guide (and specs) with recommendations for all creative units, so your messaging platform is as effective as possible. This information is not published publicly; it’s shared with client’s request it on a one-to-one basis, depending on what’s needed and the situation to which we’re assisting both client/agency partners. Detailed specs are provided for the magazine/s being utilized, and we cover all ‘what’s needed’ in our Campaign Activation Call at the very beginning of a client/agency engagement. It maps the goals, details and due dates of assets needed and, guided by us to assist the greatest efficiency.
9 – What if some of our targets already get a subscription?
We provide access to the world’s leading magazines and, as a result, some recipients already have existing subscriptions to the magazine provided. In these cases, the subscription is paused while the ‘gifted’ subscription is in play, the the original subscription resumes when the client’s capping has ended, all handled seamlessly for the recipient. Via this process, we ensure that no recipient is receiving two issues of the same magazine, and provide a call-in # to rectify correction, or any other subscription revision.
10 – Can we eliminate any components?
Yes, though it’s normally recommended as eliminating any individual component of the campaign jeopardizes the success of the effort, a process proven to work extremely well. The platform is crafted to include an announcement letter and response survey, both of which are integral of campaign’s success. We recommend all elements for these reasons.
12 – Can we wrap for current subscribers?
No, not per se. All campaigns created by Audience Innovation are designed to reach the prospects and/or customers of a company, selected by database filters that provide the most effective targeting possible, and not requiring recipients to already be receiving any given publication. Targeting a magazine’s specific subscribers is offered for in-book advertising, not via cover wrap campaigns.
13 – Share more about the announcement letter or postcard?

The announcement letter/card is an integral part of the campaign’s success.

Your announcement sets the tone for your campaign, letting each recipient know that they’ve been specially chosen to receive this very informative effort, a message from ‘ the CEO of ABC company’, for example. It’s vital component of building the appreciation value of your campaign, a valuable additional touch point that builds long-term connectivity with key constituents, your customers and/or prospects. For B2B campaigns, the announcement is always a 1st class letter mailed on client letterhead to each recipient, which is received about 7-10 days prior to the first issue. It’s timely and impactful, a pleasant ‘announcement’ of your goodwill. For B2C campaigns, the announcement is always a high quality card mailed to each location, received approximately 7-10 days prior to the first issue. It’s timely and impactful, a pleasant ‘announcement’ of your goodwill, and conveys their acceptance of the magazines, and importantly, requesting that the cover wrapped issues be placed in public waiting area. For public place campaigns, the announcement is normally a first class post card, and all other details are similar, so office is notified, and asked to place copies in waiting areas.
14 – Do you offer any multi-year, or early renewal discounts?

Yes, both … and we’re committed to serving the long-term needs of our clients, including offering an annual renewal discount, without clauses for up to three years in advance.

Many clients choose this option, as it’s a no-loss benefit for them to continue, save money, and if they cancel, there is no penalty or remuneration. We strongly recommend this for our clients.
15 – How long do most B2B clients renew campaigns?
The average client life of our annual B2B campaigns is 7.3 years, and 70% of our clients renew their campaigns every year. The longest continuous campaign was 17 years, an effort that became a pivotal component of that company’s annual plans. We’re happy to share more success stories, and case studies, in a one-on-one meeting. We do protect our client’s confidential information, and as a result, we do not share proprietary information, though anecdotal details are available.
16 – How do we pick the magazine that’s best for our target?

Audience Innovation has forged partnerships with nearly every major publisher on the planet, and for those we don’t have relationships, we are constantly adding new titles to our offering for our client and agency partners.

We generally don’t offer ‘trade’ magazines for many reasons, and especially, we’ve proven that trade magazines are not effective. To that end, we provide a choice of recommended titles, based on your target, company culture, and of course, based on budget parameters you convey. The selection of the best magazine is conveyed per factors discussed with you.
17 – Can we talk with clients about their campaign & results?

Yes, we have many clients who are more than willing to share their success, as long as it’s not competitive. Please let us know if you’d like to speak with our prior clients; we’re more than happy to arrange a conference call to convey testimonials.

18 – Can we use a similar creative the entire campaign?

Most of our clients create a template that’s used for the entire campaign, for direct-to-recipeint targets, so the cost is limited, and more importantly, so your recipients immediately recognize the magazine and your message when received. We’re happy to share more to have your campaign most effective and efficient. We’re happy to share more, to keep keep your campaign efficient.

For location-targeted campaigns (retail and point-of-care), the creative is often identical, although some clients will use a different front cover image so there’s a rotation in the location, and the magazines have more visibility as a result.  This is very common.
19 – Can we give our recipients a choice of several magazines?

Yes, though the minimum count must be maintained for each magazine, and an additional 4-6 weeks must be added to the campaign’s start-up, to allow the client/agency to receive and track recipient responses.

If a recipient doesn’t respond, they will automatically be assigned one of the choices given, and can’t be switched once they’re assigned to particular magazine. In most cases, unless it’s a large database, this option sounds enticing, though it’s generally more work than benefit.
20 – Are there any additional charges we need to anticipate?

The campaign cost we quote includes all components of the campaign, turn-key, except creative.

We include all printing, binding and mailing costs for the entire campaign. We also include standard allocation for database development, so that’s included, unless the database request is extraordinary, and in these cases, it will require additional costs. Additionally, we offer the 4-page cover wrap, and as added value in that we provide you the 6-page gatefold option at no additional charge, for 1,000+ recipient campaigns – it’s normally +$1,500/printing, or $18,000 savings annually. Additionally, we normally survey 10% of your targeted recipient list, and as with gatefolds, we are more than happy to offer 100% survey for campaigns up to 1,000 recipients, as an added value option, also upon request or when offered by your sales rep. Otherwise, you deliver film/digital PDF’s for printing, and all costs are handled from that point forward.

Options Below to Setup Contact/Discussion for Smart Targeting Options

Three Simple Steps to
Start Your Multi-touch
Messaging Campaign

Three Simple Steps to
Start Your Multi-touch
Messaging Campaign

“We’re so pleased we spoke with Audience Innovation. It didn’t take
much to grasp how they get the results they deliver and, why offline
plus online sequencing is critical to cutting through the clutter.”

“We’re so pleased we spoke with Audience Innovation. It didn’t take much to grasp how they get the results they deliver and, why offline plus online sequencing is so critical to cutting through the clutter.”

EVP, Sales & Marketing • Global Chemical Company

EVP, Sales & Marketing
Global Chemical Company

STEP 1 • YOUR AUDIENCE

STEP 1 • YOUR
TARGET AUDIENCE

Who are the most important targets for growth today and this coming year? Let’s start here and discuss the best tactics for reliable sales growth.
Who are the most important targets for growth today and this coming year? Let’s start here and discuss the best tactics for your reliable sales growth.

STEP 2 • YOUR START DATE

STEP 2 • YOUR
START DATE

When is the ideal start date? Most of our clients want to start as soon as possible. We’ll discuss the best timing and duration for your campaign.
When is the ideal start date? Most of our clients want to start as soon as possible. We’ll discuss the best timing and duration for your best campaign.

STEP 3 • YOUR MESSAGING

STEP 3 • YOUR
MESSAGING

What is your smartest message agenda that will move the needle most? We work with marketing and sales teams to craft multi-touch messaging.
What is your smartest messaging agenda that will move the needle most? We work with marketing and sales to craft multi-touch messaging.

LET'S CHAT ABOUT YOUR MOST CRITICAL AUDIENCE

LET'S CHAT ABOUT
YOUR audience

In today's overwhelming marketing world, there's never been a better time to stand above the
competition with a smart messaging campaign that delivers the impact you need for growth.

In today's overwhelming marketing world, there's never been a better time to stand above the competition with a smart messaging campaign that delivers impact needed for growth.

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brands and logos are owned by their respective companies.
Privacy Policy • Terms of Service • Kostial Company LLC