The fulfillment management association presentation to mtac celebrating 60 years april 29 2009
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The Fulfillment Management Association Presentation to MTAC – “Celebrating 60+ Years” April 29, 2009. About the FMA. For over 60 years, the FMA has been providing a forum for education and networking for circulation and fulfillment professionals within the magazine publishing industry.

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The Fulfillment Management AssociationPresentation to MTAC –“Celebrating 60+ Years”April 29, 2009

About the FMA

For over 60 years, the FMA has been providing a forum for education and networking for circulation and fulfillment professionals within the magazine publishing industry.

Devoted to excellence through education in the fulfillment and circulation industries.

The FMA Mission Statement:

The FMA is an all-volunteer organization that primarily serves publishers of consumer oriented magazines.

FMA History

  • Founded in 1948, and known as Subscription Fulfillment Mangers Association

  • To offer our members in the fields of fulfillment, subscription marketing (aka consumer marketing) and subscriber services (aka customer relations) a unique opportunity to come together for the mutual exchange of ideas. (social networking)

  • Drafted by-laws in September 1957

  • Incorporated as the national chapter in the state of New York in 1979

    • Changed name from SFMA to FMA

    • Other chapters existed in DC, Mid-West and West Coast

What is fulfillment?

FULFILLMENT -- Maintaining complete magazine subscriber information files including new subscribers, renewals, address changes and cancellation, contact history, mailing preferences, demographics and more...

The file is then used to

  • produce mailing labels for the magazine issue

  • produce invoice efforts

  • produce renewal efforts

  • generate additional revenue

    • by renting the names

    • by promoting ancillary products, events, etc.

      The fulfillment vendor (or internal system) also provides detailed reports about subscriber activity and revenue

How the FMA supportsthe magazine industry

  • Constantly contributing to the periodical publishing field by providing

    • educational initiatives

    • Scholarship programs

  • Provides training to the young professionals entering the business along with continuing to inform the senior level executives

  • Continuous presence throughout the year

    • Luncheon programs

    • Timely seminars

    • Webinars

  • Open communication with other organizations and key partners in order to provide insight to the industry and formulate strategies

FMA Membership – Who are our members?

  • Magazine publishers

  • Circulation professionals/Audience development professionals

  • Fulfillment managers

  • And companies that provide support services to them.

  • Fulfillment companies

  • Subscription agents

  • Audit bureaus (ABC/BPA)

  • Circulation and fulfillment consultants

  • Printing/lettershop companies

  • Marketing companies

  • Freelance copy writers and DM designers

  • Telemarketing firms

  • List rental companies

FMA Membership – Who are our members?

  • Paid membership is currently about 200

    • Membership is individual, not by company

  • Mailing list of about 2,500

  • 24 annual sponsors (plus monthly event sponsors)

  • Monthly events attended by 40-80 (members and non-members)

  • Annual FMA Day (September) and Holiday Party (December) have attendance over 200.

Sister/similar organizations

  • National Trade Circulation Foundation

    •  Business to business or trade magazines

  • Western Fulfillment Management Association

  • Magazine Publishers Association

  • Direct Marketing Association

  • Specialized Information Publishing Association

  • Mailing & Fulfillment Service Association

    and more…..

FMA Membership – What do our members mail?

  • Direct mail offers -- Looking for new magazine subscribers

    • Letters

    • Post cards

  • Invoices

    • First class

  • Renewals

    • Standard mail

  • Magazines

    • Periodicals class

      Invoices and renewals are almost always are mailed by the fulfillment vendor.

FMA Membership – What mail do we receive?

  • Direct mail offer responses

    • New orders with payment or without payment

  • Renewals (with or without payment)

    • BREs, CREs

  • Insert cards from magazines

  • Payments

  • General letters

    • White mail

How does the FMA its inform members in general?

  • Monthly events – typically a lunch program

    • Networking

    • Announcements

    • Speakers/presentations

  • Direct Mail

  • E-mail

  • Website

  • LinkedIn notices

FMA Schedule of Events

  • September – FMA Day – All day educational and networking event

  • November – TBD

  • December – Annual FMA Holiday Luncheon

    • Networking, door prizes, fun!

  • January –“Fulfillment Presidents


  • February - March – April -- TBD

  • May – “State of the Industry”

  • Three Webinars this year

    *Marketing 101 * Fulfillment 101

    * Circulation 101 *

How does the organization inform its members about MTAC issues changes?

Representatives to MTAC – The FMA sponsors two of its members to the Mailers Technical Advisory Committee.

  • Jim Schemmel, CDS-Global

  • Rich Bobic, Palm Coast Data

    They attend meetings and file reports to the FMA board.

How does the organization inform its members about MTAC issues changes?

FMA Web site:

MTAC updates

How does the organization inform its members about MTAC issues changes?

LinkedIn and

LinkedIn Events:


What most concerns our members?

  • Cost to mail magazines, invoices, renewals and, especially, direct mail for new subs

  • Keeping up with changing requirements

    • All fulfillment vendors have Postal experts on staff

  • Poor economy

    • Ad dollars are shrinking.

    • Magazine subscription numbers are shrinking

  • A generation that reads on the Web

How are we responding?

  • Cost cutting measures

    • Might mean we mail less often

    • Definitely means we mail more carefully

      • Change mail-piece design – paper, color, offer, text…

      • Target audience more narrowly

      • Mailing to a clean list helps us cut costs too (NCOA, CASS, eliminate duplicates, ACS, Move Update)

      • Commingle with others to get better rates

    • Trying to do the same or more with smaller staff

How are we responding?

  • Doing more business on the Web

    • Sell subscriptions

    • Handle customer care

    • Accept renewals, payments, gift orders and address changes

  • Reaching out via e-mail

    • Promotions

    • E-renewals

    • E-invoicing

    • E-mail notifications

  • Offering digital options

    • Digital editions of the magazine (the “green” appeal)

    • E-content (permission based, monetized)

    • E-newsletters (often just to gather e-mail addresses)

What does the future look like?

  • Magazines must re-invent themselves and revise the way they do business

    • Create community

    • Sell more to fewer people

    • Run a leaner operation

  • But they won’t stop mailing!

  • Whenever there is something to talk about, magazines will be involved in the discussion….

What does the future look like?

  • In spite some well-known magazines folding –Wooden Horse ( announced 19 new magazines launches in January, 16 in February, 12 in March, and 18 in April 2009.

  • Samir Hosni ( shows new launches in the first quarter of 2009 to be higher than either 2008 or 2007

Thank You!

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