Mark Tavarozzi

Mark Tavarozzi VP, Consumer Marketing, Entrepreneur

"We're doing more direct mail than we have in previous years and concentrating increased newsstand promotion dollars where we are most efficient: bookstores and airports," said Mark Tavarozzi, Entrepreneur's vice president of circulation.

The magazine also uses its site at www.entrepreneur.com to recruit subscribers.

"Our most efficient source is our own site, which is getting more difficult to promote on as we continue to attract outside advertisers," he said."We've had great success in retention rates by offering substantial discounts on three-year terms."

All efforts focus on getting the most desirable customers for Entrepreneur, and not ones at the lowest cost to it.The company relies on typical offers like 12 issues for $11.97, but rarely will the discount go deeper.

Boosts in subscriptions are rare and occur during different conditions, Tavarozzi said.
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"These two titles have greater total circulation than us, but Inc. has one-third and Fast Company 40 percent of our newsstand sales," Tavarozzi said."FSB [Fortune Small Business] had always been a non-paid publication.

"They recently started converting their readers to paid by including the $5 subscription price in the cost of the American Express Small Business card renewal fee," he said of FSB.