For renewals, Ohio puts pen to paper

Folio: The Magazine for Magazine Management, May 1, 1991 by Susan Hovey

COLUMBUS, OHIO-Ohio Magazine is getting personal-and renewal rates are up 3 percent to 5 percent as a result.

Instead of using personalized, ink-jet printing, the 100,000-paid-circulation title has opted for the real thing-short, hand-written notes from the magazine's staffers. Such phrases as "Hope to see you back" now adorn order forms for the first renewal effort.

"We've recruited everybody on the staff, from circulation assistants and receptionists to editors," says promotion manager Jan O'Daniel. Staffers work in half-hour signing periods and are encouraged to use their own greetings. The effort takes about a day and a half. "People are complaining of writer's cramp," jokes circulation manager Stacey Callahan, "but with the response we've had, they'll get over it."-S.H.

Resources

The eighth edition of the Asian Printing Directory, available from Travel & Trade Publishing Asia) Ltd., lists more than 2,000 printers, typesetters, color separators, paper and equipment suppliers, graphic designers and desktop publishing companies in Asia. Price: $25. Contact: Circulation Director, Travel & Trade Publishing, 16/F Capitol Centre, 5-19 Jardine's Bazaar, Causeway Bay, Hong Kong. Telephone: 011-852-890-3067.

Phillips Publishing List Marketing is offering a free report, "20 Testing Tips for 1991," with information on how to select list tests and find sources of new lists. Contact: Phillips Publishing List Marketing, 7811 Montrose Rd., Potomac, MD 20854. Telephone: 301-340-2100.

The Fulfillment Management Association Annual Directory, traditionally only available free of charge to members, is now available to nonmembers for $10. Contact: Fulfillment Management Association, 60 East 42nd St., Suite 1146, New York, NY 10165. 614-383-5231, ext. 207.

Supplier News

R.R. Donnelley & Sons Company, headquartered in Chicago, has opened a new printing division and installed an offset press in South Daytona, Florida. New offset presses and saddle stich and patent binding equipment have also been added to the Des Moines, Iowa; Glasgow, Kentucky, and Mattoon, Illinois, plants.

Correction

A story on Peter Diamandis' investment in Donnelley Marketing, a unit of Dun & Bradstreet (see April FOLIO:, page 26) should have stated that Dun & Bradstreet, not Chase Manhattan, took back $50 million in preferred stock.