Joe Leider's Page

B2B publishers can be slow adopters of new technology, bringing a healthy skepticism to the next big thing. Many times it is because they can solve the same problem for less money. Instead of adopting marketing automation, for example, a lot of publishers have developed their own database marketing systems to solve problems like driving activity-based campaigns.

But one area where marketing automation could be invaluable is turning individual subscriptions into large sales.…

Is your circulation flat? Are you having trouble attracting new subscribers? Do you want to expand your offerings to new markets? If yes, then consider launching a new paid subscription product. However, success in your vertical doesn’t always equal an easy launch, even with your existing customers. But you can thrive with a concrete action plan that depends on quality market research. Below is an 8-step guide to launching a new publication that includes the circulation-marketing areas you…

After flying back to the relative quiet of my home in Oregon, I took some time to think about the Direct Marketing Association’s yearly Circulation Marketing Day. The conference was a great opportunity to learn new things and meet other circulation marketers. Below are 10 things I learned plus some questions I had on further reflection.

1) Big publishers are ahead of the game on mobile devices (because they have to be)

Tablets are changing the way publishers…

When you sell content, metrics can overwhelm you. But there are some essential pieces of information that all circulation marketers should follow over time. You may have a good handle on some, and others could require a mental leap, but tracking them will make a difference in how you look at your publications’ success and how management views your results. Most importantly, these metrics will help you to better allocate your resources in order to grow your paid…