Newly Reactivated

Circulation Management, Nov 1, 2003

Byline: RAY SCHULTZ

Readers may be surprised to see a new face on this page in Circulation Management . But those on the direct mail side of the business will know that the face is not so new.

While I wasn't actually there in 1923 when Henry Luce sent his first mailing for Time, I've been covering circulation for a long time - at Direct magazine for nine years and before that at DM News.

I've interviewed many of the great copywriters and strategists, including Frank Johnson, Bill Jayme, Joan Throckmorton, Dick Benson, Sandy Clark and Henry Cowan. And I've spent many hours digging through direct mail archives at magazines.

That doesn't mean I was prepared when Jeff Reinhardt asked me to take on Circulation Management.

For one thing, how does one wrap one's arms around a business that has undergone so many changes over the past few years?

A few phone calls convinced me that there are more questions right now than answers: For example, how is the do-not-call list going to affect circulators? What is finally going to replace sweepstakes? Where will the new sources be found?

Then there's this question, which a couple of people were not too polite to ask: How does any editor follow Karlene Lukovitz?

Karlene edited Circulation Management for a decade, and in that time she personified the field. I have always been in awe of her reporting and analytic skills, and her grasp of the nuances.

As you know, though, Karlene left Circulation Management earlier this year to join BPA International. And with the sale of Simba to R.R. Bowker, interim editor Linda Kopp has returned to her full-time post at Simba.

I confess that I have a learning curve ahead of me, and hope that you will be patient when I call with dumb questions. Fortunately, there is a seasoned and capable staff in place.

First is general editor Barbara Love, a legend for those of us who work for Primedia. She served as editor of Folio: and Publishing News, and later wrote the award-winning column Folio: Plus. She joined Circulation Management three years ago.

Then there is our new managing editor: Kristina Joukhadar. Kristina served as editorial/production manager of Springer-Verlag's magazine division, as a managing editor at SIGS Publications,. and as applications development editor at Information Week.

Is this new trio planning any changes? Well, there's one: We hope to add a robust online channel in the very near future. Otherwise, our goal is to provide in-depth coverage of trends and best practices, and to tackle the tough issues when they arise.

We'll also celebrate those who work in circulation, and try to act as an advocate for them.

Other publications may focus on sales and editorial. We're here for circulators.

I sign on with a tremendous sense of excitement. Please contact me with ideas and suggestions.

Rschultz@primediabusiness.com, (212) 462-3371

Write to us at cmedit@primediabusiness.com or P.O. Box 4235, Stamford, CT 06907-0235, or call (203) 358-4285.