FOLIO: Personalities -- The Blog People Page

Outsourcing Circ Smacks of Bad Short-Term Thinking

John Klingel Audience Development - 07/18/2008-14:57 PM

In the last couple weeks, two major publishers have decided to outsource their circulation operations. Interestingly, both are almost identical stories. IDG outsourced circ for PC World, Mac World and GamePro. Ziff Davis Media, another tech publisher, outsourced circ for, you guessed it, PC Magazine and Electronic Gaming Monthly. The stories attempt to answer why publishers might consider outsourcing such a vital operation to a third party. Here, John Klingel, former president, worldwide circulation for Reader’s Digest, offers his take on why some publishers should be weary of outsourci More...