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Circulation
Fulfillment
Lexicon's
approach is based on the premise that circulation requires the
careful procedures, processes and controls applied to any financial
asset. And like any portfolio, it must be managed to maintain
its current worth and provide for future growth. Our mission
is to help you achieve optimum circulation management.
Fact-Gathering
We
believe a measured approach that begins with a thorough understanding
of your goals is the best way to determine how you can best manage
circulation. As we work with you, a host of critical questions will
be addressed:
- What
is the true value of your circulation investment? How much are
you spending on your service bureau or in-house systems? Are
you spending too little or too much?
- How
effective are your direct mail activities? What is your rate-of-return
on new subscriber mailings?
- What
is your renewal rate? How high is pay-up?
- What
is your cost per name to process, maintain and update the master
list?
- What
flexibility is available in terms of output selection for labels,
bills or renewal series?
- How
efficient are distribution and inventory control procedures?
- How
effective is your fulfillment process, from mail receipt and
processing to output?
- What
is the impact of customer service on renewals and profitability?
Can it be improved?
- How
difficult is it for you to gather the proper information for
audit statements?
- Does
your service bureau or in-house system deliver the information
you really need?
- Do
you enjoy appropriate levels of additional income from ancillary
services?
Operational
Options
Lexicon's
experience indicates that success is equally a function of decisions
at the process, organization and service levels. While many publishers
prefer to have outside firms take care of their fulfillment needs,
others have found a variety of benefits ranging from cost savings
to enhanced quality control by undertaking some or all of these
activities in-house. Lexicon can provide the experience and expertise
needed to help you make this critical strategic decision and to
help you implement your chosen approach.
Lexicon
helps publishers seeking to maintain circulation through a service
bureau to identify, select and engage the best vendor for their
needs. We help negotiate your services and costs and can guide
the conversion smoothly and professionally.
For
publishers in a position to enjoy the benefits of in-house management,
our professionals can assist in identifying, evaluating and selecting
state-of-the-art hardware and software. For those who have recently
made an in-house investment, Lexicon can help improve operations
such as label generation, mailing activities, postage bills, letter-shop
activities, order entry and customer service. We assist publishers
who wish to take complete control of their communication with
the readers and advertisers in selecting the proper printing and
mailing equipment.
Service
bureau fulfillment...in-house strategies...technology...organization:
whatever the approach, Lexicon can help provide you with the opportunity
to set your circulation management and fulfillment activities
apart from competitors and further build the value of your readership
base and position your circulation asset for growth.
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