The Downfall of Diane Potter

Circulation Management, Jan 1, 2004

Byline: RAY SCHULTZ

Barbara Love did something unusual this month. Instead of asking publishers and media buyers how they felt about the Rosie scandal, she asked circulators. They gave her an earful.

Most of them think that Diane Potter, the former circulation director of Gruner Jahr USA, took the fall for the whole company. And they resent it.

Yes, Rosie's newsstand estimates were inflated in the first half of 2002. Maybe Potter deserves the blame. But many circulators believe that she had the approval - tacit or otherwise - of upper management. And this is believable because it comes from people who know what it is to follow an ad-driven publishing strategy.

Several circ pros told CM that they have been pressured to inflate their numbers on apparent penalty of losing their jobs. Now they know that they will be fired if they are caught doing what their bosses want. No wonder people say this is a tough job.

But where does this leave us as the smoke starts to clear? Some say that this incident is the circulation field's equivalent of the Jayson Blair case, but we don't buy it. Blair was a young rogue reporter who violated journalism's most sacred rule multiple times. He did it entirely on his own.

Potter was an accomplished circ director, and part of a team. She has acted honorably throughout her career, according to people who have worked with her. One can only imagine the pressures Potter was under.

The only good to come out of this fiasco is that publishers and circulators both are revisiting these ethical issues. And there are a couple of lessons to be learned. First, you can't get away with altering the numbers. It is wise to follow the simple guideline: the numbers should be the numbers.

And if you do end up in the situation that Potter found herself in, whoever is at fault, remember this: Watch your back.

Welcome to The Circulator

On a happier note, the edit team at Circulation Management has launched a weekly e-mail newsletter called The Circulator. The first issue went out on Dec. 10. It appears every Wednesday.

Why does the world need another newsletter? It's simple. Events are moving so quickly in the circulation field that we don't want to wait to write them up. The Potter episode is a case in point.

Our goal to take the sense of community reflected in Circulation Management magazine and extend it to a weekly online format. Each edition will include news, trend stories, features and list information. We welcome news tips and story ideas. Want to receive the newsletter? Please subscribe by going to the Circulation Management Web site, www.circman.com.

Have any comments or ideas for us? Please contact any one of the following three:

Ray Schultz, rschultz@primediabusiness.com; Barbara Love, blove@primediabusiness.com; or Kristina Joukhadar, kjoukhadar@primediabusiness.com.

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

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