'Soaring' opt-out rates pose problems for magazine publishers

by Daniel Farey-Jones, Brand Republic 13-Sep-05, 07:00

LONDON – Magazine publishers are being warned about 'soaring' marketing opt-out rates among their actual and potential subscribers by marketing and data protection consultancy Opt-4.

Opt-4's co-founder Jenny Moseley said that publishers face a battle to obtain marketing rights from their readers.

"We are hearing of soaring opt-out rates -- sometimes as high as 70%. This has a huge impact on subscription campaigns and list rental revenues," she said.

Opt-4 has just been appointed by magazine trade body the Periodical Publishers Association to its roster of approved experts offering advice on legislative and commercial issues. It has already worked for business and consumer publishers.

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