By: Jim Rosenberg
Journal Publishing Co., owner of The Northeast Mississippi Daily Journal and the weekly North Mississippi Community Newspapers, with combined circulation exceeding 51,000, licensed MediaPlus circulation management software from Publishing Business Systems, Barrington, Ill.
The fast-growing Daily Journal plans to exploit the software’s customer relationship management tools to drive new database marketing efforts and effectively communicate to defined segments within its market. It sought one system able to manage distribution needs and help identify new subscribers, according to Circulation Director Hamp Rogers. Until now, Journal Publishing has had to get systems from three vendors to “operate efficiently together,” according to Information Systems Director Bill Reid.
The software suite’s Target Marketing feature allows Journal Publishing to segment its market by household or lifestyle demographics to generate targeted campaigns (direct mail, telemarketing or e-mail). The feature helps measure results by tracking and analyzing activity. Besides Target Marketing, Journal Publishing will use Insert Management software to coordinate preprints; the List Matching utility to import outside lists and demographic information into the circulation management system; MediaPlus Online for subscriber self-services; and MediaPlus Circulation InSight business intelligence software to analyze and plan growth.