Incisive Media’s Group Marketing and Subscriptions Director, Ben Wood, gave his views on the changing role of circulation in an interview with the Media Briefing.
The article, citing a wide range of opinions from leaders within the industry, covered the changing structures of marketing teams, the different skillsets required to succeed in marketing and subscriptions today, and how technology is shifting emphasis onto data insight and analysis.
“Over the past five years, we’ve moved from an operation that sold print subscriptions to individuals over the phone, to now selling face-to-face, digital, enterprise subscriptions. In the old world, you knew the equation and key drivers… Now, we have a completely different set of metrics to look at. We obsess over engagement and what percentage of our subscribers are logging in during any given month,” said Wood.
The full article is available here: https://www.themediabriefing.com/article/circulation-managers-you-had-one-job-not-any-more
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