Folio: Plus

Folio: The Magazine for Magazine Management, Nov, 2001

CIRCULATION

File Maintenance in the Wake Of Terrorist Attacks

Ted Bahr was glancing through a newspaper last month when he read that the two now-nonexistent World Trade Center Zip Codes--10047 and 10048--receive an average of 85,000 pieces of mail every day. Curious about how many of those pieces originated in his office, Bahr, president of BZ Media and publisher of SD Times (the industry newspaper for software development managers), accessed his subscriber file online and discovered that 52 of SD Times' 40,000 subscribers still have issues shipped to addresses in the former Twin Towers. Understandably, Bahr was worried about the welfare of those subscribers. But he was also concerned about returning to some kind of comforting, "normal routine" and seeing to it that all of his subscribers receive their copies of SD Times in a reasonable time frame.

Bahr decided to post sensitively worded change-of-address instructions on the title's Web site. Then, after waiting a respectable amount of time, he will send each one of those 52 affected readers an e-mail delicately expressing the title's condolences and ask for a current mailing address. (At press time, Bahr was still waiting to send those emails.) He estimates that the time and cost required to post extra instructions on the magazine's Web site and send out an email query will be minimal. "It's more just courtesy to our readers," says Bahr, suggesting that other magazines do something similar. "In one sense, [getting every reader a copy of the magazine] is just a speck in the grand scheme of life and publishing. But in times like these, people do appreciate the effort."

EDITORIAL

Trouble Getting Organized? Match Structure with Subject

"If you have a really good roadmap, stories are very easy to write," says Ann Wylie, president of Wylie Communications Inc., explaining her views on the importance of organization in article writing. "Transitions are easy, there's less repetition--pieces just flow better." The more organized a story is, the more engaged the reader will become. "Because the more appropriate the structural concept, the easier it is for your readers to make their way through your copy," she explains.

The topic of an article often dictates the article's construction, says Wylie. Generally, however, writers use one of five organizational structures: alphabetical, chronological, thematic, hierarchical or geographical. For example, writers could try an alpha order for directories or yellow pages; a chronological order for narratives or personality profiles; a thematic approach for issues pieces; a hierarchical approach for news stories (these "inverted pyramid" pieces start with the most important details and end with the least); and a geographical organization for travel features. To decide which structure works best for a particular story, editors should ask themselves, "How will people use this information?" and then choose the approach that makes the most sense for the topic--and the reader. After all, says Wylie, quoting from Richard Saul Wurman's Information Architects, "People don't drive alphabetically. Why, then, are atlases organized that way?"

AD SALES

To Make The Sale, Go Straight To The Top

As any good ad sales person knows, gaining an "in" at a potential client's office is key to getting a contract signed. And one rather successful--though perhaps intimidating--strategy for getting in involves going straight to the company's top decision-maker. Set your sights on the vice president of marketing or even, in some cases, the president, says Kathi Simonsen, president of Simonsen Sales & Marketing. Go ahead and call that busy executive's office directly, she suggests. "People waste too much time going through lower layers of authority. If you start at the top, the door is open."

Here's how to make that call to the top person count: On voice mail, make sure your message is concise. Leave just a name, company, phone number and a quick benefit of calling back. Recite your phone number, slowly, twice--don't waste a VIP's time by making him or her replay a message. Use a variety of contact methods. More and more executives, says Simonsen, return e-mail over a telephone call. Find out which method specific decision-makers prefer. Be innovative. Creative approaches always stick in people's minds. Sending a card upon news of a promotion, for example, is a great way to build a relationship with an executive. "But the best way to gain access, in general, is to find ways to heip clients do theirjobs better," says Simonsen. "Develop a reputation for consistently bringing value, and your call will be received warmly."

PRODUCTION

To Cut Costs, Take Advantage Of The Buyer's Market

In the fight to maintain profit margins, many publishers are slashing manufacturing budgets. But before you make any major changes, thoroughly examine all invoices, says Steven W. Frye, consultant for Frye Publication Consulting based in Sun Valley, Idaho. Make changes on an individual-title basis rather than across the board, he cautions.