Circulation Survivors: Love It or You'll Leave It

Share this content:
NEW YORK -- "If you don't love it, you won't be good at it and you won't be doing it long," one circulation professional said of her trade here yesterday at the Yale Club.


Teri Schure, publisher and chief operating officer at World Press Review Magazine, made those comments as part of a panel discussion moderated by Chip Block, vice chairman of the board at USApubs.com, at the Direct Marketing Association Circulation Council's 11th Annual Circulation Survivors luncheon.


Fellow panelists agreed that passion for the job was required to succeed in circulation.


When asked what they liked most about circulation, measurable results was the No. 1 response from panelists.


"The objectivity of direct mail is key," said Edward Fones, president of Fones Consulting. "You can test an idea and know exactly what the consumer response to it is."


Answers varied when Block asked the panel what they disliked about circulation and what challenges the industry faced.


Deede Dickson, vice president of Time Direct Ventures, cited the negative perception of marketing methods on the part of consumers as one big challenge.


Another negative is a lack of recognition, another panelist said.


"We just don't get the glory even though we're more appreciated today than we used to be," said Shawne Burke Pecar, vice president of consumer marketing at PC World.


Pricing is another challenge, Fones said.


"We've educated consumers not to pay a lot for magazines, and now we have to work on changing the value equation," he said.


Block asked panelists what advice they would give to a young circulation professional. Schure stressed having a belief in and knowledge of the product, and Dickson suggested learning the history of the product to understand how it developed. Fones said to take risks, ask for more responsibility and never stop learning.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above