This page contains a Flash digital edition of a book.
fipp.com December 2007 | Magazine World | 25
Gentner
outsources
several functions
including
bookkeeping
and fi nance,
graphic design
and layout,
back offi ce and
administration,
and more!
factor would be the quality of the contractor. So what do you look for when trying to qualified borderline managers you need to keep
But while that’s very important, we have learned hire a contractor? everything running smoothly are hard to find.
from experience that the management ability of In addition to cost, service quality, flexibility and
the internal manager is even more important. standardisation of processes all play an important What sort of company do you feel would
Consequently we needed time and several trials role in the evaluation process. Usually we assign benefit most from outsourcing some, or the
to find the appropriate candidates to fill these the contract for a period of two or three years. vast majority, of its business?
challenging roles. Afterwards we start again to obtain conditions Mid-size companies like Gentner who are not
that always correspond to real market conditions. able or willing to invest huge amounts of money
Are there functions that you would into peripheral functions but have to work with
not outsource? What are the financial benefits of sophisticated and up-to-date services to meet
As a publishing house, we understand that our outsourcing? their needs.
core business comprises the (chief) editors, the ad It really depends on specific goals and strategy,
sales department and the marketing departments but we can save up to 40 per cent of costs. We You started to outsource in 2001. Has the
for readers/users (database marketing, CRM). can also improve the cost structure by turning policy grown or diminished over
When it comes to these areas, it is our goal to fixed costs into variable costs. For example, by the years?
maintain our position as the quality-leader in outsourcing the graphic design department, It was strong right from the beginning but has
the market. Top-quality is the only way to win we have changed monthly salaries (fixed costs) become even stronger over the years. Today, we
the competition for customers and readers. for internal employees into variable fees for the quite often start new business in niche markets
Consequently, we would never contract these contractor on a cost-per-page basis. with external contractors rather than employing
functions to an external party. internal staff.
What are the general benefits of outsourcing?
Have you built up a regular base of Once again, it depends on specific goals and Can you give any real examples of
contractors? strategy, but you can achieve better service quality outsourcing disasters?
Normally, we find our contractors through pitches. (if needed), flexibility, standardisation and the Thank god, no!
We first scan the markets to find appropriate ability to speed up the organisation.
candidates who must have been declared Hans Oppermann is managing director of Alfons W.
specialists in those business fields. Very often, we And what are the disadvantages? Gentner Verlag GmbH & Co KG in Stuttgart, Germany.
cooperate with other publishing houses and then There are almost no reserves of internal He can be reached at oppermann@gentnerverlag.de
we ask prospective contractors to pitch an offer. employees to meet sudden needs. And, the vital,
pp20-25_Outsourcing_v1r.indd Sec1:25 20/11/07 11:45:51
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53
Produced with Yudu - www.yudu.com