Develop A Web Of Support For Your Circulation Ideas
Circulation Management

This article is based on a presentation given by Beth Freeman Reynolds, consumer marketing director for National Geographic Traveler (formerly a circulation director at Primedia Business Magazines & Media), during the 2003 Circulation Management Conference & Expo.

Sometimes as circulators we let the anticipated headache of trying to change someone's mind or process convince us that a good idea is best left to die in the file folder. Here's one way to keep these ideas alive and get them off the ground:

* Do your homework

Begin by understanding how your idea impacts the entire magazine, not

just the circulation department. If you have ever had to veto a "great" advertising sales idea because it would blow up your customer service department, then you know what I'm talking about. Don't be guilty of the same sin: As circulators, part of our job is to know how what we do impacts other departments in the company.

First, gather all of the estimated expenses across departments and calculate your idea's true bottom line. Not only will this save you a great deal of time in the long run, but it will prevent the embarrassment of having someone burst your bubble in a more public forum.

Second, know your financial risks. In other words, can you afford the initial outlay of a test that may eventually collapse? Extenuating circumstances can take a great idea and make it an expensive flop. You don't want to blow your budget by paying off a vendor for a test that didn't happen.