We are in a world where increasingly print media is giving way to digital media. This is one of the most critical transitions for today's publishers. This transition requires smart multi-channel engagement and places great burdens on traditional subscription fulfillment systems.

It is essential today for publishers to be able to use the web for all aspects of audience development as our world becomes more digitally attuned. In the current issue of the ABM Vital Guide: Subscription Management, Ray points out a way to get print and digital to work together through Acuity, ARGI’s new tool for subscription fulfillment and audience management.

Pam Langworthy

Last week I was delighted to chair a roundtable "Ask the Experts" session at the DMA Annual show in San Diego. The session was well-attended and was entitled "Innovations in Subscription Marketing". It brought together executives and managers from magazine and newspaper publishing, technology, consulting, CPG, direct-to-consumer and catalog marketing. In spite of the wide variety of industry sectors participating all were interested in the common problems of continuity marketing.

The areas of common concern were remarkable. All were wrestling with the challenges of web and traditional media integration, all were exploring User Generated Content (UGC) as a means of furthering audience engagement. Among the most popular methods of soliciting UGC discussed, was the topic of blogs. Blogs are being used across verticals to collect content, heighten audience interest and generate "buzz".

For the publishers in the group problems of traditional subscription fulfillment vendors and technology were discussed. The problem of disparate systems with separate and discrete databases was much in evidence. This causes great challenges in managing audience interactions across media types. It makes the user experience cumbersome and awkward.

The need for a simple, intuitive means to manage circulation and audience interactions was agreed upon. I was pleased to be able to describe ARGI's new Acuity product and how it addresses many of the challenges that were discussed.

Such industry events are great ways understand the issues confronting a companies in these challenging economic times.

All the Best,

Ray

This past week of playoff games have been unpredictable and exciting. I was psyched that the Yankees swept the Twins! Although I admit, I did have doubts in the spring. The focus then by the tabloids were of course A-Rod's steroid usage, divorce, Madonna, A-Rod and whoever. I was sick of A-Rod!

I was hoping that somehow they would get rid of him. Who needs him? What did he bring to the Yankees except negative press?

So now I'm eating my words. A-Rod has definitely won me over. Perhaps it's a different manager, the team's camaraderie or Kate Hudson.

Whatever it is, let's hope it lasts through November. Just make sure Kate's in the audience.

LifeWay Christian Resources has chosen ARGI’s Focus HD HD Powerful Lead Generation and Tracking System. ARGI Focus HD is the web-based, turnkey solution for publishers who want to implement a cost-effective value-added lead generation program for their advertisers. B-to-B, B-to-C, Controlled or Paid Circulation, ARGI Focus HD can help drive interested buyers to a custom lead-capture site hosted by ARGI.

Certain keywords in publishing or on the ARGI website can create interesting questions to ponder.........

How do you get your fulfillment?
Do you focus on what is important?
How often do you track your progress?
Do you possess keen insight?
What philosophy do you subscribe to?
Are you in circulation?
Do like to lead or follow?
Is there an audience for your talent?
Who and what is in your database?
How often do you journal?
What is your thought content?
Do you have mental acuity for seeing what is real vs. what is imagined?

How do your answers relate to your state of wellness?

Ken Burns has produced another documentary masterpiece, The National Parks: America's Best Idea. This six-part series which concluded last Friday evening traces the 150 year history of this country's national park system. It pays special attention to the uniquely American aspect of a distinguishing characteristic of the parks - the democratization of America's grandeur.

The first Director of the National Park Service, Stephen Mather, understood that when average Americans were exposed to beauty and majesty of this nation's natural world at its finest they would become better citizens. This required mastering a delicate balance between preservation and access. The series looks at the this debate and the personalities supporting both points of view. The debate continues to this day. Attempt to preserve too much and the public loses interest because they have no self interest. Attempt to give unfettered access and the parks become "loved to death".

Both Mather and his successor Horace Albright used the power of the press to pursue their agenda with Congress and other key stakeholders. They understood that the audience of prominent magazines like the National Geographic could be very important in supporting their cause. For those of us involved with subscription fulfillment or audience management we often lose sight of the great good of the power of a free press. The role we play in circulation management, lead generation and campaign management is a small cog in the vast machine of America's free press. That institution, despite of its current troubled times, has been mustered to perform great service to our nation's well being and happiness. Ken Burns reminds of this often in his latest film.

All the Best,

Ray