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WINTER 2006 Click
here In This Issue: ESP Computer Services Focuses on Security CM Best Start-up Strategy Silver Award Goes to Law Officer Letter From the President Alain Uy: Surfing the Possibilities ESP Now Fulfillment Bureau for California Business Journals Four Elsevier Public Safety Publications Now With ESP ESP Computer Services Inc. 12444 Victory Blvd., Suite
400 Feel Free to Share! For more information about our services, go to
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That pressure builds and manifests at ESP in one of two ways: First, there’s the knee-jerk reaction for circulators to offset promotional expenses by minimizing non-promotional expenses, such as fulfillment costs, and then there’s the opposite reaction, to invest in broadening promotions and building an audience without necessarily growing print circulation. More and more we’re seeing publishers take the latter course of action. And you’d expect this, when after all, the person guiding that decision just had a title change from Circulation Director to Audience Developer. So the trend for fulfillment companies needs to be toward maintaining audience databases, not just subscription databases. Furthermore, those databases need to be integrated in order to efficiently grow multiple channels. The fulfillment companies and fulfillment software companies will need to help circulators grow their audiences. Otherwise they’re going to be stuck with just those clients that are paying fulfillment costs for their shrinking print circulation. It’s true. I wouldn’t be bringing all this up if ESP was not already in a good position to assist publishing companies in building audiences across multiple channels. Our clients know this. Our brand new clients are about to discover firsthand how much we can help. And of course you can read about those new clients in these print pages, in our e-mail newsletter, or online at www.espcomp.com Happy Holidays,
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Have
you noticed how hard it is to grow traditional print circulation nowadays?
Growth is getting harder and harder to come by. The list of new business
sources that have seen declining response numbers over the past 10
years is long. There are bright spots too, of course. But the gains
provided by Internet orders or partnership marketing campaigns are
rarely enough to cover the declines in direct mail, agency orders,
telemarketing and blow-in cards. The result is that it’s simply
more expensive to maintain circ levels in today’s environment,
and it’s not getting any easier.