Why did I opt to return? I have a few ideas: 
 
1. Persistence and Repetition: EW sent me several “We want you back!” notices via snail mail and email. I ignored EW’s requests at first, but eventually I reconsidered. (“Hmmm... Maybe I should renew...”) No doubt the magazine realizes it’s easier to bring back a former subscriber than attract a new one and they played to that. As a former subscriber, I'm already familiar with the material. If, however, someone hadn't been in the routine of receiving the magazine, then I imagine it would be harder to persuade them to join. 

In addition, there is something to said for reiteration as a marketing tool – when a product or service is mentioned again and again it does have a way of imbedding in one’s mind and playing on one’s emotions. It’s almost as if familiarity is equated with a product's quality and a perceived need for the good or service. I've found that I'm more likely to buy something if I've "heard" of it. There have been several times when an item is familiar, but I'm not exactly sure why or how – marketing of some sort is probably a factor, be it social media, TV commercials, billboards, etc.
 
2. Subject Interest: I love pop culture, and I’ve had a lifelong interest in movies, TV, music, celebrity culture, and the rest. I've sought out other entertainment periodicals, but I've found EW does the best job of covering a variety of mainstream media and doing so in a visually interesting way through photos and graphics. I would probably be less interested if Cheese Quarterly were trying to sell me a subscription – not that there's anything wrong with hard dairy. It's just that I'd rather read about the latest "Star Wars" than the latest Gouda.
 
3. Celebrity Endorsement: I’d like to think I’m one who’s not susceptible to celebrity endorsements, but Billy Eichner got to me. I'm a fan of the host of truTV’s “Billy on the Street,” a humorous pop culture game show of sorts. In a recent interview, Eichner talked about his fondness for showbiz news AND the fact that he’s been an EW subscriber since he was a kid. I admit I became excited when he namechecked the glossy! If it's good enough for Billy, it's good enough for me!

Congratulations to Shul-Chabad Lubavitch in West Bloomfield and the Jewish Federation of Metropolitan Detroit for another successful Menorah in the D! The gathering is Metro Detroit’s largest community wide menorah lighting, and thousands attend annually.

The sixth annual event was held on December 27 at Campus Martius in Detroit, and those of all faiths enjoyed the glow of a one-of-a-kind 24-foot, 2,600 pound, glass and steel menorah. Guests also experienced live entertainment, food, games, crafts, and other family-friendly fun.
 
I enjoyed assisting with “Menorah” for the fourth year, and I’ve included some media exposure the event received to give others a sense of what it all entailed. Click here to read an article that appeared in the Detroit Free Press, and click here to watch a segment that ran on WXYZ-7. 
 
I hope to see you at next year’s celebration!