For some publishers, telemarketing plays a key role in audience building and maintenance. For others, it is more of a second, third, or fourth-string player. What’s clear is that telemarketing’s current standing in a circulator’s lineup of tools depends on the function it’s expected to perform.
Articles by Joanna Pettas
Jackie Leo, editor-in-chief of Reader’s Digest, says “some friends at Sony” mentioned the idea while Sony was developing its portable electronic Reader. Now, Reader’s Digest is the first magazine to provide content for CONNECT, Sony’s e-book store, with two short story collections culled from its magazine content.
Aggressive and manipulative closing strategies work well in some markets, but media sales call for an approach that is much less confrontational, founded on strong ongoing relationships between buyer and seller, says Josh Gordon, president of SmarterMediaSales.com.
In the current magazine climate, any launch is notable—even if it’s a translation of an existing Danish science magazine.
Paste’s brand is literally soaring. The independently published, Decatur, Georgia-based entertainment magazine has partnered with Beat Marketing to produce “The PASTE BEAT,” an audio channel for American Airlines.
While many print publications have tried in recent years to increase their margins by both cutting on staff and paying less for freelance work, the local and national success of 5280—a Denver-based city and regional magazine—represents an argument for an opposite strategy: Spend.