IPC Chairman Says Subscriptions And Databases Will Drive Magazine Growth

David Arculus, chairman of IPC Magazines, yesterday told the PPA’s annual Magazine Subscriptions conference that subscriptions and an investment in effective database marketing are the future of magazine publishing. “They are an expensive investment, but we must treat them as a valuable asset to our industry,” he said.

Arculus pointed out that the subscribers who make up the core of any database represent a group of people which has already bought in to the ‘core values’ of the magazine. This, he said, makes them ‘receptive’ to brand extensions. Subscribers also help to stabilise a market which otherwise may be more susceptible to fluctuating buying patterns.

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