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    10 years ago

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    Clipper Magazine

    Clipper Magazine

    1.0(1 review)
    2.1 mi

    Clipper lost me over $30,000! No joke! Please read this if your business is a professional service…read morebusiness (such as law firm, doctor, financial advisor). Long story short, I knew a rep there for years. Decided to advertise twice with them. Did a front and back cover and a direct mailer insert. First, I saw these reviews about how bad they were. But.... I noticed that most only stuck with Clipper for one ad. Realistically, you need consistency in your ads. I've done other mailers with other companies, online ads and it takes about a month or two for results. So... that's why I did two months in a row.... I MADE 5X MY MONEY! I know what you're thinking... "why then did you lose so much with them"?? Well.. seeing quick results I took all that I made (over $30k) and signed a once year contract for multiple ads. Front/back, regional, etc. Clipper likes to advertise about a 1% response rate. So I'm thinking "even a 0.5% is good". But... suddenly the third ad bombed. Not even one call. Same with the fourth. Was I worried? No. It's a law of averages. Some will do well some months. Others wont. My business is also seasonal, so 3 and 4 hit kind of close to the holidays. But then, 5-7 bombed too. 1 call. Really, 1 response. At this time I also hired a marketing consultant. He knew right away what the issue was. Not so much the ad but the medium. Meaning, Clipper is really for home improvement and restaurants. Not for professional services like law firms. While they are trying to diversify away from this, most of their stats are more based on restaurants/home improvement. After all, if prof. services get 0% response rate and restaurants get 2% (split 50/50), that averages out to a 1% response rate that they then tell you ;) We changed up the ad to make it more fresh, but it still only got a handful of responses for the last few. Plus, towards the end, my inside ads went to the back. Last few pages. Which Clipper claims 50% of their readers read all the way to the back. But again, what does that really mean? If 10k mailers but only 1k actually read it. Then that means only 500 will even see the back. Maybe just flip through. "There are lies, damn lies, and then there are statistics" ;) And that's what anyone needs to be careful of. HOW DO THEY GET THESE STATS THEY PROMOTE?? As you can see, stats can be misleading! They say 10k mailers and make it sound like 10k readers... but that's probably not true. They don't actually tell you what the reader numbers are if you press them. They fall back to "10k mailers" or 25k, whatever the size is. As for my biz- those first few calls and client was just beginners luck. My ad was new, sparked a few people's interest and the client was in the right place at the right time! Those things do happen. But trying to repeat results didn't work. Clipper also tries to lock you in making it impossible to get out of the contract, without a lawsuit, which.. I'm thinking of doing anyway just to stick it to them. If you are a restaurant or home improvement business, maybe it's for you. But do no more than 4 months in a row as a trial run! Don't let them lock you in! Plus, yes, I've done direct mail before and loved it! But Clipper is at least double $$ normal direct mailers are! But the idea is "more coverage and Clipper is a 'trusted brand'" That's their spin! But that only makes your breakeven, a larger target! If if they bomb.. well you read the review ;)

    Colonial News - mags - Updated May 2026

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