Magazine article Folio: the Magazine for Magazine Management

The Heat Is on; Few Circulation Professionals Feel They're Well Compensated for the Pressure They're under Now

Magazine article Folio: the Magazine for Magazine Management

The Heat Is on; Few Circulation Professionals Feel They're Well Compensated for the Pressure They're under Now

Article excerpt

To look at the numbers, circulation professionals did well last year, as far as salaries and bonuses go. Directors saw their salaries rise by 6 percent, to an average of $63,600; circulation managers did slightly better, with a 6.6 percent average raise, to $40,000.

Why, then, are so many circulation professionals - from all around the country, not just New York City - frustrated with their jobs? Corporate downsizing has certainly played a part, as publishers consolidate their titles into groups and expect one circulation department to handle all of them. Respondents complained they got handed additional fulfillment and telemarketing tasks - or, in some cases, even editorial, advertising and production duties - with little or no recompense.

It's no news that circulation is fast overtaking advertising as the largest source of revenue at many magazines. Circulation staffers everywhere are feeling the heat to produce eye-catching promotions that tempt new subscribers and keep old ones faithful.

Direct mail, in fact, is keeping circulators busier than ever before. Last year, more magazines used direct mail as a way to ensure they made ratebase this year, according to a survey of 100 circulation directors conducted by New York City-based Vos, Gruppo & Capell. "More than 75 percent of those surveyed did spring and summer direct-mail campaigns, the highest in our 14 years of doing the survey," says Dan Capell, managing director of VG&C. "The total mail campaign at year's end will be higher than last year's for 44 percent of the magazines. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.