Corner Office Interview: Growing Paid Circulation: A Foreign Concept?
How important has a mobile content strategy been to you?
Kellogg: This is at the top of our list, and we are in the process of developing a mobile platform right now. This will also help us internationally, where mobile is even more advanced than here.
What is the biggest challenge you face right now as publisher?
Kellogg: The same information revolution that allows FA to reach a global audience with zero incremental marketing cost has supported a proliferation of new websites and blogs against which we now must compete. And that competition can be fierce.
What are your plans for addressing that challenge?
Kellogg: That growth in competitors has expanded the … audience that is regularly consuming content on foreign policy, and this hands us an opportunity to expand significantly our audience base. FA can thrive in this new ecosystem, but we have to assume the game will keep changing, and so will we.
What do you see as the biggest opportunity for FA?
Kellogg: [Our] largest growth opportunity is in the global market. In the last eight years, non-U.S. circulation has grown at five times the rate of U.S. circulation, largely through newsstand and subscriptions sold via the website. And that was with limited marketing investment. We believe with the new tools we have, FA can create a new community of readers globally, and … in turn, add more value for our U.S. readers. A new digital subscription we plan to roll out in the fall will be an important step for expanding international readership—eliminating the cost and delay of international delivery of the print magazine, and at a lower price to the subscriber.