The next time you are browsing through your favorite magazine, notice the
little postcard that usually falls out and lands on the floor. This little
card, called an insert, is likely to be an invitation for you to subscribe
to the magazine. It is the work of a circulation manager -- the person who
is responsible for ensuring that the magazine has subscribers.
Kate MacDougall is responsible for the circulation of four magazines.
MacDougall has a degree in English. She has also taken different magazine-related
courses covering topics such as design and editorial content. "I think all
of these things are related to the job," she says. "In circulation, you have
to talk to a lot of different departments, such as advertising, editorial
and production."
Her job involves doing anything related to making sure that readers or
subscribers get their magazines and renew their subscriptions. Some days,
she is talking to news distributors to make sure that the magazine got there.
Other times, she might be talking to a printer trying to decide what quantity
to print or what inserts go into the magazines.
MacDougall must also decide how the magazines are to be mailed. She looks
after any special promotions that are underway. The job also involves designing
mail-outs, writing copy for promotional material or making decisions about
initiatives that might be used to attract new subscribers. "We might be deciding
between using telemarketers or using direct-mail promotions," she says.
MacDougall likes the mix of creative and analytical skills that are required.
"I consider myself quite creative, but I can't imagine doing creative
work all of the time," she says.
To her surprise, MacDougall finds that she really enjoys the mathematics
involved in her work. She likes keeping track of the number of people who
are buying her magazines and challenging herself with the numbers. "I was
horrible at math in school because it had no relevance to me," she says. "I
found out that I really like mathematics when it is related to something I
understand."
Dealing with deadlines is stressful. Often, MacDougall is dealing with
a tight timeline. There are many details to be tracked and a lot of things
have to come together at the same time. "There are renewal notices to send
out. You need to ensure that [the post office] is on track to mail your magazines
when you want them to go....Lots of things like that."
MacDougall believes that circulation managers need to be analytical, organized,
creative, inquisitive and interested. You are always thinking of new ways
to sell or re-sell subscriptions. You also have to have a good eye for copywriting
and design.
She believes that circulation is a great job if you are businesslike and
somewhat creative. The work opens up a number of other possibilities as well.
It could lead to work in industries related to new media, marketing, writing,
advertising and more. "I'm thrilled that I found something I loved so
much. I always wanted to be in publishing. A lot of us fall into it by accident,
but we really love what we do."
Douglas Glazer is a circulation manager in New York. He studied at a journalism
school in Syracuse, where he learned about the different areas of magazine
publishing -- advertising, circulation, production and editing.
"Circulation interested me. I liked working with the numbers, building
a rate base. The diversity of it intrigued me," he says.
After graduating, Glazer first worked as an editor, but found he didn't
care for the work. He looked for and found a job in circulation. "I hit the
ground running," he says.
No two days are alike. It is early afternoon, and so far today, Glazer
has spent time on a diverse range of tasks.
First thing in the morning, he studied spreadsheets trying to sort out
how many subscriptions are available to the magazine next year. Then he approved
some online promotions and banners and talked to an advertising agency about
another marketing program. He fielded a few phone calls from other marketers
doing similar projects.
Later today, he has to work on performance reviews of his staff and make
a few phone calls about other new marketing directions. "There is something
different every hour, on the hour. It makes it fun."
Like any job, there are things that Glazer doesn't care for. He dislikes
having to do paperwork. "I hate having to write annual reports that go into
a package that nobody ever looks at!" he says.
What he does like is being able to come up with new ideas about selling,
and then implementing those ideas. He likes helping his staff develop their
skills. "I like working with them on something and seeing the light bulb come
on over their head when they suddenly 'get it.'"
Glazer finds that the work is creative when it involves things like coming
up with new product offers or new gimmicks. It is also analytical. He must
analyze responses to marketing activities and figure out how profitable a
strategy would be over a long period.
To be a circulation manager, you must be comfortable with words and equally
comfortable with numbers, says Glazer. "Creativity here does not mean flowery
language. It means creating new product positioning, coming up with new ways
to present a subscription offer and doing analysis."
It's a very rewarding career, in Glazer's opinion. However, he
cautious everyone that they must be detail-oriented to work in this job. "There
is a ton of detail. Even when you work up to management, you must understand
how everything fits together and how everything relates to something else.
"This is the kind of job you would never think about in a million years
when you are in high school. But it is a whole lot of fun," says Glazer. "I
don't think many jobs offer this much diversity."