Exploring The Account Rep's Role

Circulation Management, Jan 1, 2004

When asked how the role of the account rep has changed over the years, a frequent response was that ARs are now doing more of the circulation manager's function than they did in the past. With the downsizing of publishing in the early 90s, circulation departments were cut to the bone - and few publishers staffed up fully even in the boom days of the late 90s. During my first few years on the circulation side, I had several seasoned (20 years) professionals within my department to whom I could turn and from whom I learned on a daily basis. This in-house knowledge base is often missing today, and a "seasoned professional" is all too frequently someone with three to five years experience.

Smaller vendors in particular face this problem, but even the larger bureaus can find themselves with a client who has taken a receptionist and put her in charge of circulation. These publishers sometimes expect the service bureau to magically convert his/her jumbled data into a solid circulation file that will produce a strong Publisher's Statement. The AR and the service bureau can do only so much; the goals, strategy and marketing plans must come from the publisher's side.

Technological advances have made an enormous difference in every aspect of fulfillment and for the AR. One vendor has web ARs for publishers who have extensive web activity, in addition to the regular account reps. Not surprisingly, these techie ARs are all under 30.

It was difficult to get concrete data regarding salaries, but the range is enormous. Some vendors will start a raw AR at $18,000/year and there are AR's who earn over $100,000, but I suspect the majority fall within the $30,000 to $70,000 range depending on experience, longevity and other factors.

People and communication skills are top on the list of talents needed in an account rep. Most people can be taught the basics of the account rep function, and there are ways to improve formal communication skills, but if someone is lacking good people skills it's doubtful he/she will make it as an AR. Publishers should not have to deal with an under-trained rep or one who lacks the skills and responsiveness needed in this position.

The level of satisfaction a publisher achieves with his/her service bureau depends on many things, but there is no doubt that the account rep is an important element in this equation. The AR is the circulation manager's eyes and ears inside the vendor's operation, and in turn he/she provides the vendor with an understanding of the publisher's requirements. My advice to publishers and circulation staff who work with account reps is to find ways to reward and recognize your AR for a job well done, and help them feel they are an important part of your team - for they are.

Carole Ireland is president of Quality Circulation Services. She can be reached at qcs1989@aol.com or www.qcs1989.com.