Abstract

Grabbing “Reader Attention” is the most compelling factor driving the Newspaper and Magazine publishers today. As publishers explore newer distribution channels and revenue levers - the cost to serve, sell, and acquire a Reader has steadily been on the rise. An effective Circulation and CRM strategy would hence be a high impact lever governing the acquisition, retention, and loyalty cycles of customers. While most Newspaper and Magazine Publishers treat Circulation and CRM as two distinctive functions driving sales, distribution, and marketing organizations, the need of the hour is a closed loop integrated strategy to acquire, serve, and retain Customer mindshare.

Media companies need to measure Circulation Performance indicators around Operational, Analytical, and Anticipatory CRM levers. We discern the concept as Circulation CRM - A unified strategy to govern and measure key CRM levers in the Circulation set-up of a Newspaper or Magazine organization.

Authors Balasubramanian K

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