Direct-mail economics bad – and getting worse – Folio:Plus – Brief Article The economics of direct mail will only get worse from now on out, predicts John Klingell, vp-marketing Time Publishing Ventures Inc. “Direct mail is almost not viable anymore,” he says. In the past, various innovations that increased response helped offset losses, but now, […]
Category: Folio: The Magazine for Magazine Management
We’ve Seen Many Weeklies, And This Is Not One Of Them – magazines with “weekly” in name that aren’t weekly Byline: GEOFF VAN DYKE What’s in a name? When it comes to magazines, not a lot. In Sports Illustrated, for instance, we expect to see sports, illustrated. When we pick up O, The Oprah Magazine, […]
Letter Defining Trade Terms I just read the piece titled: “It is now too risky to ‘Put Your Magazine To Bed.’” (See page 9, September 1 issue.) Here are my thoughts on the subject: Although I agree with the gist of the piece on being cautious about opening one’s self up to a sexual harassment […]
Tracking the Elusive Reader – Publishers of business periodicals using telemarketing companies to update databases Susan Thea Posnock IN THIS LANDSCAPE OF LAYOFFS AND SHAKEUPS, A JOB-HOPPING AUDIENCE CAN BE TOUGH TO TRAIL. BUT BUSINESS-TO-BUSINESS PUBLISHERS ARE ENLISTING THE HELP OF TELEMARKETERS TO KEEP THEIR HOUSE LISTS CLEAN, THEIR DIRECT MAIL COSTS DOWN, AND SALES […]
Folio: staff expands, opens West Coast office – Folio appoints new personnel and opens an office in San Clemente, California – Briefings In a move to expand its coverage of the magazine industry, Folio: and Publishing News editor Sean Callahan announced the appointment of three new editors, a move to a new New York City […]
The power of association – periodical Independent Business’ association with the National Federation of Independent Business Lambeth Hochwald How much does it pay to have friends in Washington? Just ask the team at Independent Business. The executives at Independent Business don’t really need surveys to learn about their readers’ concerns. That’s because the magazine itself […]
Muscular Development Panelists: Michael Grossman, creative director/partner, Meigher Communications, and Alexander Isley, the principal of Alexander Isley Inc., a graphic design consuttancy. Grossman COVER DESIGN Obviously influenced by the success of Men’s Health’s black-and-white beefcake, this is the one part of the magazine that has really changed in the two issues sent for review. Clean […]
Recruiting top producers – ad sales Helen Berman Recruiting top producers Finding the best salespeople is one of the most important things an advertising manager, sales manager or publisher does. Hiring the right people makes the job of training, motivating, controlling and evaluating the sales team much simpler. Unfortunately, many companies start with a self-created […]
Now’s the time to invest in the future – business press – Brief Article Barbara Love In one of Aesop’s fables, an ant scours the fields for grains of wheat or barley during the summer months, preparing for the coming winter. A dung beetle watches him at his work and expresses surprise that the ant […]
Would-be publisher leaves behind hard lessons and a trail of debts – Michael Heath, publisher of Orange County – Update Erika Isler Michael Heath, ex-publisher of the now dormant Orange County, has a lot of people looking for him. The problem is, most of them are creditors. Heath, president of the Aliso Viejo, California-based South […]