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 association presentation to mtac celebrating 60 years april 29 2009

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


About the fma

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

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

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 supports the magazine industry

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

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 members1

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

Sister/similar organizations

  • National Trade Circulation Foundation

    •  Business to business or trade magazines

      www.ntcfi.org

  • Western Fulfillment Management Association

    www.wfma.org

  • Magazine Publishers Association

    www.magazine.org

  • Direct Marketing Association

    www.the-dma.org

  • Specialized Information Publishing Association

    www.newsletters.org

  • Mailing & Fulfillment Service Association

    www.mfsanet.org

    and more…..


Fma membership what do our members mail

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

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

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

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

    Panel”

  • 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

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 changes1

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 changes2

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

LinkedIn and

LinkedIn Events:

MTAC:


What most concerns our members

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

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 responding1

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

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 like1

What does the future look like?

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

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


Thank you

Thank You!


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