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Consumer Newsletter Marketing: Successful categories

Just because a consumer category has successful magazines in it—it does not follow that there is a market for newsletters in this category. Example: Nobody has made real money with a food newsletter, yet. Or a garden newsletter. Current successful categories include:

  • Pets
  • Health
  • Collectibles
  • Contest enterers
  • Investing
  • Travel
  • Retirement

Newsletter Marketing — Subscription Pricing

Consumer newsletters are usually published monthly (with some 22x and others 10x). Their prices average:

  • $22-$69 for non-investment newsletters
  • $99-$199 for investment newsletters (almost all these newsletters charge under $100 for new subscribers)

Circulation Size

Circulation over 100,000 is no longer unusual. Some have topped 1 million. Below are some rough estimates of consumer newsletter circulation. (Caveats about these numbers at the end of this page.)

Health

  • Harvard Health Letter, 150K circulation @ $23/year (*)
  • Health & Healing, 500K @ $39.95-$59.95
  • Mayo Clinic Health Letter, 750K circulation (*)
  • UC Berkeley Wellness Letter, 480K circulation (*)
  • Johns Hopkins Medical Health After 50, 300K circulation (*)
  • Tufts University Health & Nutrition Letter, 150K circulation (*)
  • Harvard Heart Letter, 150K @ $20-$28

Money/Investment/Retirement

  • Tax Hotline, 85K @ $59/year
  • Kiplinger Tax Letter, (unknown circulation) @ $56

Travel

  • Andrew Harper's Hideaway Report, 20K @ $95/year

Unclassifiable

  • Bottom Line: Personal, 1.1 million @ $39/year
  • Contest News-Letter, 1.4 million (unconfirmed) @ $15.97/year

Caveats:

  • "K" equals "thousand"
  • Circulation numbers come from list rental offers, talks given by company employees, reports in the New York Times & Wall Street Journal, and more. They are not "audited" and thus their reliability cannot be assured.

(*) Circulation numbers per L.A. Times, 9/23/02

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