Subscription Agent Offers Tips for Circulators

Share this content:
NEW YORK -- What is a circulator's paradise? The brand, rate base and editorial strength of an Oprah magazine -- at 90 percent remits, or the portion of a sale returned to the publisher after a subscription agent's commission is deducted.


These guardians of the rate base ideally would like to receive calls only when the agents have 25,000 new individually paid subscriptions. They would like blanket amnesty from the feared Audit Bureau of Circulations, too.


"As the business of circulation has changed over the years, so has the reliance on agents to help make up the shortfall in rate base," said Russell Halley, president/CEO of subscription agency MagazineCity.com and City Circulation Group.


Halley made those points to a packed room of circulators June 17 at the Circulation Management Conference & Expo. He was explaining how to work with agents, which are firms that help sell subscriptions for magazines.


Start with generous negative remits.


"We'd like to have every magazine at a triple-digit remit," Halley said.


The other two tips focused on simple courtesy. Halley would like circulators to return calls on a timely basis. Not all calls are made to pester the magazines. And he would prefer that magazines give agents advance notice of term, price and fulfillment changes.


MagazineCity.com must keep track of checks that haven't been cashed in four weeks to gauge changes with its clients. The company issues 900 checks monthly.


Like the circulators, "we would also like blanket amnesty from the ABC," Halley said.


He also had a few tips for circulators when dealing with agents.


"Check their references," he said. "Not all agents are good.


"I don't think I've ever been asked for a reference. I find that surprising."


His list continued: be selective in choosing agents; keep them in the loop; enforce rules impartially with all agents; foster and reward creativity; and fight for a superior editorial product.


"I know it's not in your area," he told the circulators, "but there are magazines out there that deserve to die. I can't give them away."


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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