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Thursday, Jan. 19
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For existing clients: To be able to click through on the links below, please make sure you’re logged into the pubservice system.

10. The Circulator FAQ–where do I find it? At the ESPonDemand Web site http://www.pubservice.com, under documentation. www.pubservice.com/PubHelp/ESPCirculatorFaq.doc how do I use it? As a detailed overview of ESP reports, especially when you have a specific circulation question, and need to know where to find the answer. what makes it cool? Its comprehensiveness. If this article could be seven pages long, it would be the Circulator FAQ.

9. Demographic Cross Hatch Report–where do I find it? At the ESPonDemand site under "adhoc reports. how do I use it? Probably to take a preliminary look at your paragraph 3A, although it can be run for any date range. what makes it cool? The accessibility. You can run this report 24/7, as much as you want. Run the report, have us upload demographic updates, and then run the report again to see how it’s changed. This would be ranked a lot higher than number nine if it wasn’t geared for audited pubs only.

8. ESPonDemand Documentation–where do I find it? At the ESPonDemand site under "documentation," and then, ESPonDemand. www.pubservice.com/PubHelp/ESPonDemandUsersGuide.doc how do I use it? As a reminder for how to use any of the tools found on the ESPonDemand site. Particularly useful for the more involved tools like "online match." what makes it cool? It just makes it that much easier for a new client or an incoming circulator to learn and know the ESP system.

7. Price and Term Report–where do I find it? Probably part of your month-end reporting package posted on the ftp site. how do I use it? As a quick glance report to get a feel for the effect that recent orders may have on price and term, especially as it relates to audit data for paragraphs five and six. what makes it cool? Nothing in particular. It’s a standard, but essential report.

6. Expire Distribution–where do I find it? Both in your month-end reporting package and at the ESPonDemand site under "adhoc reports." how do I use it? In multiple ways: to anticipate large expire groups, to account for source mix when estimating future renewal rates, to review counts for post-expire promotional efforts, and more. what makes it cool? that you can run it as an adhoc report for any date range you want.

5. P111 (renewal by expire and effort)–where do I find it? Probably part of your month-end reporting package. See report description at: www.pubservice.com/reader.asp?rn=FRXXP111 how do I use it? Renewals are your most profitable source, and yet the most easy to neglect. This report tracks response by effort and prior source and sums results by expire group. what makes it cool? the ability to simultaneously review response by effort and account for source mix (because the prior source is imbedded in the promkey).

4. P121R (renewal by expire and source)–where do I find it? Probably part of your month-end reporting package. See report description at: www.pubservice.com/reader.asp?rn=FRXXP121R how do I use it? It goes hand in hand with P111 above. This is more of a summary report by expire group and prior source. What makes it cool? The breakout of identified vs. unidentified response isn’t unique, but it’s still cool.

3. P116 (promkey analysis)–where do I find it? probably part of your month end reporting package. See report description at: www.pubservice.com/reader.asp?rn=FRXXP116 how do I use it? as a tool to see how any given promotion is performing. Perfect for tracking direct mail and for building P & L spreadsheets by promotion. what makes it cool? Nothing. It’s an industry standard report that’s number three for its sheer importance, and not for its coolness.

2. FRXXONOF (on and off report)–where do I find it? part of your month end (or issue close, for higher frequency pubs) reporting package. See report description at: www.pubservice.com/reader.asp?rn=FRXXONOF how do I use it? In multiple ways: to review expected production, see why paid circ grew or declined, and to reconcile against a model. what makes it cool? that it balances one issue to the next (as it should).

1. The Query Tool–where do I find it? At the ESPonDemand site. Click on query. how do I use it? It’s fairly self explanatory, but see number eight above. Allows you to access your subscription data and select by numerous criteria 24 hours a day, 7 days a week. what makes it cool? This has become an industry standard tool, but what makes ESP’s so cool, is the use of this tool in conjunction with our real-time system. You can enter an order online (which hits our system live), and then run a query immediately and see the order you just entered. Now that’s cool.

For current clients, we figure for this article to serve as a quick checklist of tools you should be using. For new users, perhaps this will serve as direction for how best to use ESP tools. And for prospective clients, well, hopefully it’s not a list of what you’re missing.