Circulation Skills That Translate From Print to Web

By Chandra Johnson-Greene
Friday, August 29, 2008

If your career in print circulation is slowly moving towards the Web, here are some tips from Debbie Kane, director of Web and partnership marketing, Active Interest Media to help you make a smoother transition:

Working With Designers

Similar to print, you should know what you want before you meet with designers and have examples ready. (Be sure to find designers that have experience designing Web promotions.) However, use design techniques that take into account spam filters, image blockers, various Web browsers and email platforms. Also keep in mind that your promotion will not look the same everywhere.

List Expertise

Understanding the importance of clean and targeted lists is a translatable skill. Find ways to best collect, grow and use email addresses for maximum response rates. Test and track lists much like you do for direct mail because the potential of list fatigue is always a major issue. Work with permissions to make sure lists are clean, effective, and compliant, and know CAN-SPAM rules. Become the email list expert at your organization—your circ skills are audience development skills.

Working With Other Departments

Work with the editorial team to find content that works for the Web and to develop editorial premiums. Work with the Web department and/or upper management so they can show you why your promotions work. Use your circ successes and translate them into dollars to make your point. And then work with developers to turn your ideas into reality.

Testing

Results can come quickly, so price test on the Web before you test on direct mail or insert cards. Keep an eye on the competition—there’s always something new to learn or try. The Web is always changing, so stay up to date on the latest developments.

Analysis

Like print, you’ll be using traditional circ analysis—gross orders, net orders, cash with order, and pay-up on credit orders—to determine the number of subs sold. But then divide the Web into sources to analyze successes: Embedded forms, pop-ups, cover ads, email blasts, and other sources.