November 2006

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A Look at List Industry Stats

A cross-industry survey of 250 mailers, conducted by Direct and Multichannel Merchant, finds the list rental industry stable, but somewhat stagnant. Among the high points are the increased volume of names used (up a percentage point from 2005); and the...

Transitioning From Lists to Data Intelligence

By Barbara Love I have to think of myself not just as a list company providing names and addresses or providing prospecting or lead generation for my customers," says Deb Goldstein, co-chair of the Direct Marketing Association's List Counsel and...

Exploiting and Monetizing Email Lists

By Barbara Love Over the last five years, publishers have invested in collecting email addresses in the hopes that email would grow and become an important new subscription source. It hasn't turned out that way.

Data Hygiene Woes Never Faced Before

By Barbara Love Ten years ago, there was a new net person joining our population every 22 seconds. That has increased to one every 11 seconds, according to Rod Ford, CEO of Cognitive Data, which has an advanced data hygiene...

Redefining the Role of the CFO

Long thought of as that "numbers guy" you sometimes see at the company Christmas party who only talks to the CEO, the publishing CFO has evolved into a corporate strategist. Today's CFOs are playing a key role in planning where...

Mobile Content: No Longer Just for the Big Guys

At one time, mobile publishing was reserved for the Conde Nasts and the Time Inc.s of the industry. But slowly that's changing with the help of mobile hosting companies like Nellymoser, QMobile and Crisp Wireless which are making it both...

The Case For Virtual Proofing

Although the magazine industry is lumbering toward widespread adoption of virtual proofing, it still has a long way to go. A recent Folio: Digital Publishing Survey [September 2006] found that only 44 percent of respondents currently conduct virtual proofing, while...

Web Measurement Morass

Earlier this summer, comScore Media Metrix, one of the two leading providers of third-party Internet traffic data (along with Nielsen NetRatings), dramatically revised its numbers for Forbes.com, which had been claiming a worldwide audience of 15 million unique visitors, based...

Can Design and Production Be Outsourced to India? Should It?

PDF workflows and high-speed Internet access have dramatically changed magazine manufacturing, especially on smaller magazines. These days it's common for a title to have a freelance designer, often off-site. On deadline, files fly back and forth, thanks to FTP sites....

DM2-DecisionMaker

DM2-DecisionMaker 2000 Clearwater Drive Oak Brook, IL P: 800-323-4958 www.dm2decisionmaker.com Margie Hulsman Business Development Manager DM2-DecisionMaker

Creating Community Online

Magazines inherently foster community among their readers. That's why they're started, after all, to tap into and serve a community of interest. For ReadyMade, a do-it-yourself lifestyle magazine for the nesting-friendly 25-39 set recently purchased by Meredith, developing community features...

Mike Oberman: Omeda

MIKE OBERMAN Chairman and CEO | Omeda It’s pretty clear that for many publishers the standard 12-page, four-color advertising schedule won’t be the main revenue producer for our media company clients—not just in ’07, but as a permanent change in...

Specialists Marketing Services, Inc.

Specialists Marketing Services, Inc. 1200 Harbor Blvd. Weehawken, NJ 07086 P: 201-865-5800 www.specialistsms.com Peter Candito Executive Vice President, B2B DivisionSpecialists Marketing Services, Inc.

The Road to Print Predictability

The digital workflow is reshaping the magazine industry, but many of the tools available to publishers remain either unused (online insertion orders, virtual proofing, JDF files) or tweaked for each individual user to such a degree that they render proposed...

Up for the Count

The DNA of editing is the word count. It is the basic tool for assigning stories, paying writers, overseeing layouts and making numerous editorial decisions along the way. In a fast-moving, creatively charged environment, word count gives an editor control....

Small Deal Financing: 5 Tips

There's plenty of capital out there for the large deals. Need $20 million? No problem. But the small b-to-b or consumer publisher needing $1 million will face limited options. However, don't rule out the bank. If you go that route,...

Profiles in Creative Management

To succeed in the magazine industry, a great idea and a catchy cover isn't enough. A company needs talented, dedicated employees and a leadership team that can set the vision in motion. Folio: spoke to executives at three magazine companies...

Leads Are Not the Final Word in Sales

We get it, media buyers. You want leads. And who doesn't? But have you forgotten the value of building a brand? Since when has print advertising, which is nearly impossible to track directly to sales leads, become ineffective? Just because...