Sublime

Once upon a time, back in the dark ages called the 1990s, one of the greatest copywriters of all time, Gary Bencivenga, wrote a lucrative front-end promotion for BL/P that we called the survey package. By “front end” I mean it was to attract new customers who were mostly unfamiliar with the newsletter and the brand. The survey package was a fairly

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If you picked up our financial reports and just looked at the numbers for the first year of a customer’s relationship with us, it would have looked like we were losing our shirts. But the key was calculating how much those first-year subscribers would contribute over the entire time they were subscribed. Renewals were the biggest part of that total

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