Use the Internet To Jumpstart Magazine Delivery

Folio: The Magazine for Magazine Management, April 1, 2000

"The industry is at a point now where publishers can use technology to give better service to their subscribers--immediate delivery," explained Steve Strickman, president of Palm Coast Data, at a Fulfillment Management Association luncheon. "For example, you may want to deliver part of the magazine.

A subscriber clicks on the subscribe button and is shown the Table of Contents, then downloads one or two articles of particular interest. That way, the person doesn't have to wait two weeks or four weeks--it's a way of starting the subscription more quickly. And as the technology evolves, I am absolutely convinced that you will be able to deliver the entire magazine without the cost of physical distribution." Strickman told attendees that one of the biggest threats to publishers is the USPS. "If the rate increase scheduled for the end of the year 2001 takes place, it will significantly affect those who are struggling now," he said. In dealing with the USPS, one of the best mechanisms is the Internet. "We are gett ing into the business of content delivery," he said. "You can print out information. You can bypass the postal system. Postal increases might actually stimulate a way to deliver magazines faster and better," he said. "It's just a matter of time and technology."