These will help to optimise postage costs and retain subscriber numbers.

The incentives are as follows:

• New Titles – 30% discount off postage for the subscription distribution of new title launches

There were 160 new titles launched in the first half of 2017. To help with a launch, Royal Mail will reduce the postage cost by 30% for the first 12 months and then 10% for a further 12 months as the title becomes established.

• Volume Commitment – 2% discount off postage for a publisher sending the same volume of subscription magazines as last year

Postage costs for publications will be reduced anywhere from 0.6p to 1.9p (depending on weight) for a whole year when publishers commit to posting the same volume of publications as they did in the preceding 12 months. Discounts are paid in the form of postage credits at the end of the year. This offer is open to any publisher sending over 500,000 items per year.

• Subscriber Acquisition – 15% discount off postage for mailings where the primary objective is to recruit new subscribers
• Subscription Renewals – 15% discount off postage where mail is used incrementally to secure renewals

Tim Cable, Strategy Director at Royal Mail Letters, commented: “Magazine distribution is an important part of our daily mailbag. By launching these incentives, we want to help the industry maintain and grow subscriptions, and reduce some of the risk associated with new title launches as they become established in the market.

“We will continue to work closely with the PPA and its members to explore how else we can support publishers in the future,” he continued.

Research conducted by the Royal Mail has shown that campaigns with mail achieved over twice (104%) the market share growth than campaigns without mail. Royal Mail is offering 15% off postage costs for campaigns that introduce the use of mail.

To find out more, email: groupincentive@royalmail.com.