Lebhar-Friedman Outsources Its Aud Dev Operation
Multiplatform audience marketing to be provided by new ProCirc division.
B-to-b publisher Lebhar-Friedman has contracted with ProCirc to outsource its full audience development operation. Lebhar, which sold its flagship title Nations Restaurant News to Penton last December, is using ProCirc’s aud dev services as a way to gain the benefits of cross-platform audience marketing and management in what it believes is the most cost-effective method.
B-to-b and consumer publishers have long turned to third-party service providers to handle circulation operations-either as a cost saving measure or as a pragmatic solution for under-staffed smaller publishers. Now, the services are evolving beyond the core print-focused tactics into cross-platform audience development strategies.
ProCirc has just expanded its operation to accommodate these needs by launching ProCirc B2B, a division headed by Lynn Bushell, most recently Lebhar-Friedman’s vice president of audience development. Lebhar will be the first client of the new group.
Services will include supporting Lebhar’s audience development across print and digital channels. "Lebhar-Friedman, like all b-to-b media companies, is focused on achieving maximum results within the most cost-effective structure possible," said the company’s president, John Kenlon.
These kinds of opportunities have not gone unnoticed by other service providers. ADS Global, which primarily offers telemarketing services, has expanded its service portfolio to include turnkey audience development support, including lead generation, social media strategy, and integrated database development. Heidi Spangler, formerly director of circulation and audience development at Questex Media, joined ADS late last year to help launch its new service group.