Fairchild Picks GRI Direct for Circulation DM

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Fairchild Publications' business-to-business division has named GRI Direct Inc. to handle circulation direct marketing projects for five titles.

The agency will work on acquisition and retention for Fairchild's Women's Wear Daily, Supermarket News, FN, DNR and HFN publications.

"Fairchild is looking to reduce their cost per order in their circulation direct marketing programs," said Brian Snider, president/CEO of GRI Direct, Westport, CT. "The DM programs have the mandate of acquiring new subscribers and renewing/retaining existing subscribers."

GRI will create direct mail, cover wraps, e-mail and blow-in cards for both the paid and controlled-circulation publications. For the paid-circulation titles, GRI's marketing aims to bring in more subscribers and increase pay-up upfront.

"We will do a total revamping of the media in both copy and design," Snider said.

The agency's track record helped clinch the account. Founded in 1985, GRI serves clients like Crain Communications Inc.'s Advertising Age, CMP Media, Pitney Bowes Financial Services, W.W. Grainger, Nature Publishing and Time Consumer Marketing.

Specializing in retail and fashion news since its founding 110 years ago, Fairchild in 1999 was bought by Advance Publications Inc., owner of Conde Nast magazines. The BTB division is one of four at Fairchild, including WWDMediaWorldwide, Fairchild Internet and consumer magazines.

The challenge, Snider said, is "to beat Fairchild's existing control packages in both paid and non-paid efforts and to bring in more revenue from circulation DM efforts."


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