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The State Of Circulation - I-SCMA

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<strong>The</strong> <strong>State</strong> of <strong>Circulation</strong><strong>Circulation</strong>By Steve LearnLEARNing More<strong>Circulation</strong> Idea Service


Questions I ask when I call<strong>Circulation</strong> people 1 How are you doing… 2 How are things in your department?


Answers --- 5--- Running from meeting to meeting 4 --- Well it’s a little crazy around here,you know how it is… 3 --- Trying to keep my head abovewater. 2 --- Oh man, it is crazy, we are trying tosave our way to prosperity around here 1 --- Hanging in there…


<strong>Circulation</strong> Management Looking Back• Layoffs<strong>Circulation</strong> Management• Position eliminated• Combined Positions• <strong>Circulation</strong> cutoff• Customer Service outsourced• Sales efforts shifted to corporate• Redelivery eliminated and customerservice put on the back rowLooking Back


<strong>The</strong> <strong>State</strong> of <strong>Circulation</strong>Ideas That Drive <strong>Circulation</strong> More newspaper groups fall into bankruptcy.We are going to see what happened last year in Florence,Alabama to the Times Daily where the NYTIMES sold thisnewspaper to a family two counDes over.Newspaper groups conDnuing to cut posiDons and lowerexpenses while increasing the rates to customers atevery opportunity.


We are also going to see anationwide trend of charging foronline… This is going to sweepup from the south and take overthis great country of ours…While circulation people havebeen screaming this for years…It will be the owners and stockholders that will move theindustry in this direction.


<strong>The</strong> editors, of course will allswear that they always wantedto charge for online and wouldhave charged from thebeginning, BUT, the advertisingdirectors would not hear of it…


Any circulation professional that speaksup to say they have suggested charging… oh about a thousand times over thelast 10 years, will be gently patted onthe head and told to go back to theiroffice… in the basement.


So what is a<strong>Circulation</strong>Professional todo…


Don’t worry aboutthe things youcan’t change…Look at the thingsyou can change,that need changingand change them.


So what is a <strong>Circulation</strong>Professional to do…1) Take a look outside of standard operaDng proceduresfor ways to cut expenses…2) Take a look outside of current revenue vehicles fornew revenue streams…3) Be flexible… Now is not the Dme to buck were theindustry is going… You can’t stop it…4) Be posiDve… Your aPtude will affect your staff, yourco-­‐workers and your boss…


Expense Cu*ngHere is an idea that might helptoward what seems to be thenever ending goal of thenewspaper to save our way toprosperity. This idea, depending onyour level of desperaDon… MIGHTwork in your market


Cost CuttingCut out Christmas delivery… Pushadvertisers into the day beforeChristmas… Take the day off… Giveyour staff and carriers a day off.


Clustering


<strong>The</strong> key to finding a newrevenue stream in ourcurrent newspaper cultureis to be able to implement itwithout adding expensesand with very little risk...Gone is the day where we can take a risk on anidea that might add revenue. Publishers are lesslikely to step out on faith than they were a fewyears ago.


New revenue streamsSame or next day courier service in your delivery area.You have people in the field that could pickup a package(10-pounds or less) and using your redelivery Staff, getThat Package from point A to point B in very little time.This idea could also work on next day delivery…. Howabout this… 10 Pounds or less for $10 within 10 miles ofthe newspaper…


New revenuestreams1) Take a look at all publications inyour market… You could deliverthat product more efficiently andat a lower cost than anyone… Alsolook at products that are beingdistributed in the mail… Talk totheir management about takingover distribution.2) Inbound and outboundtelemarketing customer service.For those lucky newspapers thathave not outsourced this part oftheir business, look for a way tomake this area a new revenuestream.


Remindreaders thevalue ofreading yournewspaper


High School Bands


Spread the good news…


Double sided Rack Cards


Eye Catching Rack Cards


Sell the plates…


New Revenue


Look forways to addvalue to yournewspaper


National CarrierDayMake it aspecial day foryour carriers


Show yourcarriers yourappreciationall year long


Rack Cards that grab attention


Add SundayNewspapersADULTeducationprograms


Partner withAdvertisers


Use Classifiedto sellsubscriptionsUse Newsroomto pass outsubscriptionbusiness cards


Use Shopperor TMC togrow readers


Post it NOTES


www.circulationidea.com


Bringing you over 500 Years of<strong>Circulation</strong> Experience Each MonthWe bring you the top circulaDon experts in the industry: (Over 500 Yearsexperience) Ron Anderson, Jerry Bellune,, Phil Hanna, Frank Mastromarino, BobBobber, Bob Dobson, Keith Foutz, Aileen Hood, Max Heath, Jim MarDn, DebbieKeenan, Mike Zinser, Fred Foutz, Tony LeBlanc, Peter GuDerrez and Steve Learn.PLUS our “Hot idea” secDon from newspapers across the country and Canada.Also providing quality training and development material.256.757.6849clearn2007@yahoo.comwww.circulaIonidea.com

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