CM Rebrands as Audience Development
Relaunch set for November issue.
FOLIO: sister magazine Circulation Management, the 23-year-old media brand for magazine-industry circulators, is changing its name and mission effective with the November, 2008 issue.
The new name is Audience Development. Its accompanying e-newsletter, the Circulator, will keep its name.
With media is in an era of rapid transformation, the role of the print-magazine circulator has changed dramatically, becoming something much more complex than the old role of building and managing a print subscriber file and maintaining audit compliance. Where a magazine company once was focused on a single-medium print product, now itâ€™s multidimensional. Where circulation professionals once focused on print, now theyâ€™re focused on events, an array or e-products, and in some cases, print isnâ€™t even part of the portfolio.
The Audience Developmentâ€™s mission will reflect that shift. From November forward, the magazine (and its Web site, newsletters, Webinars and events) will be informed by the knowledge that circulation executivesâ€™ roles include:
â€˘Â Â Â Online marketing, including SEO and SEM.
â€˘Â Â Â Integrated multi-channel marketing.
â€˘Â Â Â Audience acquisition, behavior and analytics across a variety of platforms.
â€˘Â Â Â Integrated database creation and management.
â€˘Â Â Â Defining, creating, and leveraging â€ścommunity.â€ť
The brand, said general manager Tony Silber, will continue to deliver the same essential content that its readers have come to expect, but within a rich new context. It will still serve b-to-b circulators and audience developers, and consumer-magazine consumer-marketers equally. But it will also speak to those charged with Internet traffic development and analysis, with event attendance, and those who conduct audience-acquisition work at an entirely new type of company, the online-only media enterprise.Â â€śWeâ€™re adding content that circulators and their customers now need and will certainly come to need,â€ť Silber said. â€śWe intend not just to change with the market, but help lead it.â€ť
As thousands of audience developers take on an exciting new set of challenges, Audience Development will be there with them, said managing editor Bill Mickey. â€śWeâ€™re thrilled at the opportunities in the years ahead, both for us and for you, and for the suppliers in the industry,â€ť Mickey said. â€śWhen you see our November issue, let us know what you think.â€ť
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