Name And Shame! Which?

MSE_Martin

For information (after reading the above two posts)

1. Which? doesn't put mags on the newstands due to the distribution costs, most distribution costs are offset for magazines by ad revenue - obviously Which? is ad free so it doesn't do those.

2. As for content.... well Which? definitely read the thread - as for whether it has an impact that's for it to decide!

cmylod

Let me all my "vote" to the general dismay at this form of marketing. Yes/No envelopes, reply in x days to boost a prize pot I'm very unlikeky to get anyway. It smacks of Reader's Digest, who never understood the British distain and disbelief for their wonderous offers. People just believe that the No envelope will be binned.

Unfrotunately for Which? the need for them is in steep decline. The web and forums like this are replacing the informational side they offer, the weekend papers do campaigning (and end up conflicting with Which in certain areas).

stars_n_moons22

I recieved this prize draw marketing material from Which? and I was very sceptical that this was from Which? themselves at all! After all the spam e-mail and junk regular mail and scams that go around these days I almost sent the details back to Which to complain that someone was using their good name without their knowledge!

I'm now really disappointed that the prize draw really was from them, I completely agree with Martin that this really is totally beneath them. I understand that they need to advertise for new subscribers but surely alienating the very people they are aiming their product at is not a good strategy. (Chief Exec - Take Note!)

Prize draws in themselves are not a bad thing, BUT (And this is a very BIG BUT) Care must be taken by these legitimate firms NOT to make their marketing material appear in the same manner as, let us say, from less scrupulous sources but for it to be very straight forward and completely open.
(And also try and save some trees by not sending me 5 bits of A4 paper and a huge A4 envelope just to tell me about a prize draw!!!)

Just me tuppence worth!

Happy Moneysaving Everyone!

Stars_n_moons

steve7755

Agree with what martin says.
On their website they say they dont take advertising because it maybe seen to compromise their reporting -so this prize draw stuff doesn't ??.

When i got one of the prize draw things i thought maybe was a scam by another company trying to claim some association with which?.

faineant

All this reminds me of a story about the demise of Encyclopedia Britanica labouring under the misapprehension that its product was selling books not information. Unfortunately for Which? there is now better choice, better sources and better media for obtaining the information that Which? once had a monopoly on.

Wig

I think the prize draw gimmick is shoddy, but what is worse is the direct debit mandate which we all know they want you to forget about.

I have done it a few times over the years, always remembered to cancel, but I do remember once I came very close to forgetting, I can't remember the details, but do remember having a bit of an ordeal to get it cancelled 'at' or 'just after' the last minute.

"If you were head of marketing what would you do?"

I would make the continue subscription after free trial "opt in" rather than "opt out" as this is a much fairer and more honest way to do business, give the customer a free trial, if he/she subsequently subscribes, good, if not, ok - thanks for looking.

I would also seriously look into putting it into newsagents. I was in France recently and I saw the French equivalent magazine
"60 millions de consommateurs" on the shelf, the only notable difference I can remember was the price, Which? costs over 5pounds per issue, this French one was about 2.70 pounds (4Euros).

60 millions website

Would I subscribe to Which? ? = NO - not at the current price.
Would I buy a copy for 2.70 from Tescos? = Yes

tree_climber

I agree with most I have read but I think that most of the bits in Which is so outdated by the time you get the mag that it isn't worth it any how.

But re the above reply> Buy from Tesco no way they make way too much money?

CAHA

Having weighed up everything that has been said on this forum have decided to cancel my subscription to Which...sadly I too think they have lost their way...

Arfa_Daily

I really can't see what the problem is with Which? having the ' Reader's Digest ' style prize draws. Like Tom Champagne's, that were sent to me for years, someone has to win, and for the sake of the cost of a stamp, what does it matter to send the entry back in. After all, millions pay £1 every week to enter the lottery with little if any more, and probably a lot less, chance of winning anything.

If it bothers that much, just shove the stuff directly into your recycle bin - it's not really that much effort, is it ?

Wig

Another point RE: the Direct debit mandate.

I just found via MSE a freebie for three months subscription to Scuba diver magazine. Great I thought but was woried I might have to fill out a DD mandate and remember to cancel. I was happy to find no such requirement, I will have to choose to pay and subscribe, rather than remember to unsubscribe.

I realise the Scuba mag has adverts and is able to afford to do this. But this is the "correct" "honest" way to do business.