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Effective January 2010, FOLIO: and Audience Development magazines will be combined in a unique growth strategy intended to recognize the trends in the business and better serve our readers.
Audience Development magazine is now a supplement to FOLIO:, published four times per year and distributed with FOLIO: in a polybag. Coverage of audience development and marketing issues will be greatly expanded in the other eight issues of FOLIO:. The Circulator will remain a weekly newsletter, and the Audience Development Web site will benefit from increased resources, more content and more frequent posting of new material. It will continue to be the online hub of media-industry audience acquisition.
The circulation of FOLIO: will be increased by about 5,000 names from the Audience Development file, giving our advertisers more reach in one brand than ever before.
We've implemented this strategy in recognition of a shift in the media industry: There is an increasing blurring of job responsibilities related to audience acquisition among traditional circulators, marketing staff and e-strategy personnel. Because of this, traditional magazine circulators are changing their job functions, and non-traditional circulators are absorbing some of the responsibilities for print-magazine marketing. At the same time, the suppliers for both traditional circulation and for the broader functions of audience acquisition have expanded their prospect universe, reaching deeper into the overall enterprise. The best way to acknowledge these trends and serve our readers is to bring FOLIO: and Audience Development closer. That's what we're doing.
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