Tips and Insights on Choosing the Right Circulation Vendor
Inbox: Aside from ARGI’s relationship as a vendor-partner with the Integrated Media Cooperative, of which you are a member, what would you point to as another major reason you chose to work with that company?
Castle: They’re very passionate and they’ve stayed in contact with us throughout most of this process. They’re one of the companies we’ve been talking to for close to a year. They showed a willingness to work with us throughout the process. Also, they have a lot of employees that have been there for a long time, and we’re one of those kind of employers who has long-term employees too. ... So it was a good fit for us. They’re interested in long-term relationships in addition to being a service provider to us.
Gardner: This Spring they purchased the Reader Service portion of Media Brains. That made for a nice synergy ... and I think was probably one of the tipping points.
Inbox: Now that the selection process is over, do you have any tips for other publishers considering outsourcing their circulation duties?
Gardner: Don’t be in a hurry.
Castle: ... Yes, realize the process is going to take a long time. And, quite frankly, by making this decision we’re really just starting the process. ...