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20 | Magazine World | December 2007 fipp.com
feature
outsourcing
ion: Michael Monu/ iStockphoto
Illustrat
LIGHTENING
mature markets; the huge choice of titles and
knowledge portals; and the fragmented advertising
market. Unsurprisingly, this has squeezed budgets
for investment in future growth areas.
As publishers look to keep afloat in their
increasingly tight ships, a good outsourcing
THE LOAD
strategy can make all the difference.
But just what needs to be kept in-house
and what can be outsourced with reasonable
confidence?
Publishers need to appreciate data and
information as being essential drivers of their
businesses. Although they are in the business of
In an increasingly complex and competitive
selling content through a variety of platforms, the
information chain does not stop there.
publishing world, it makes sense to outsource
Advertisers are always on the hunt for the
medium that provides the best information
some services. Ian McGowan explains the most
and attracts the best audience. This can only be
established through accurate data on readers and/
effective ways to get outside assistance or event attendees.
This is where outsourcing provides a
highly viable and efficient solution. Make the
management of the data and information
someone else’s problem!
This will allow publishers to focus on what they
are good at: creative content and the development
T
oday’s publishers are required to of strong marketing initiatives to increase
gather substantial amounts of data and circulation and, subsequently, advertising
information for both their print and revenue.
digital publications. This is in addition The savings can also release funds for
to a number of challenges facing the publishing investment into new media and events to further
industry: declining print circulation numbers in market penetration. >>
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