PUBLICATION PRINTING -- Getting the Numbers To "Ad" Up

According to Marcoux, the motivation for aggressive subscriber list management remains twofold—minimizing wasted costs and a heightened demand among advertisers for magazines to confirm the "strength" of their subscribers' commitment to the title via a reduction in the number of "casual" readers. "From a printer's perspective, this will all translate into a reduction of run lengths for both subscriber and newsstand copies, coupled with increased use of versioning for enhanced targeting of both ads and editorial content," he says.