New Republic Taps Circulation Specialists
Previously, the magazine handled circulation management inhouse. Now, faced with a marketplace not so friendly to single-title publishers, it has hired an outside shop to boost its circulation standing.
"It's to improve profitability, that's the primary mandate on the circulation side," said Greg Wolfe, president of South Norwalk, CT-based Circulation Specialists.
Wolfe's firm is charged with new business acquisition, circulation modeling, creative, budgeting and subscriber retention. It also will work to improve list selection and push better offers for the 88-year-old magazine.
"All magazines are faced with the challenge of maintaining their rate base," Wolfe said, "and we'll be delivering that rate base to client as efficiently as we can, which is getting harder."
A rate base is the circulation guaranteed by the publisher to an advertiser.