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

About the FMA Devoted to excellence through education in the fulfillment and circulation industries. The FMA Mission Statement: 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. 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 supports the 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, annual sponsors (plus monthly event sponsors) Monthly events attended by (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 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 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? 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: MTAC:

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 Promotions E-renewals E-invoicing notifications Offering digital options Digital editions of the magazine (the “green” appeal) E-content (permission based, monetized) E-newsletters (often just to gather 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 Samir Hosni ( shows new launches in the first quarter of 2009 to be higher than either 2008 or 2007www.mrmagazine.com

Thank You!