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A unique four-part series
of virtual conferences
brought to members FREE by the
Specialized Information Publishers Association
(Non-members can order a recording for $179)
Wednesday, March 26Presented by:
Liz Cherry, The Motley Fool; and
Michele Khan, EPM Communications, Inc.
Moderated by:
Helen Hoart, StayWell Consumer Health Publishing
For small publishers with niche markets it is very hard to build
lists - you can't just call up a list broker and ask for names.
Many times small publishers can't find a select on the datacard
or just can't reach minimums. EPM Communications gets around this
by doing a lot of exchanges with other publishers and conference
companies and scours the Web for names. As the conference business
and the circulation of publications have decreased, EPM has had
to look for other ways to build their prospect databases. In addition,
they are creating market HUBs (an online destination by market)
for their customers and prospects to come to for solutions. The
hope is to build online lists via e-mail dailies and Web content
to sell print and online products to the new breed of online information
buyers.
The Motley Fool's direct-marketing team focuses on building a subscriber
database for their 10 plus monthly investment and personal finance
subscription-newsletter services. They develop their lead file online
through paid search, banner ads, co-registration offers, e-mail
barters, and e-mail list rental. The key is finding new sources
that will bring in quality new-to-file names within their demographic.
They create relevant customized free stock reports differentiated
by stock sector to generate interest in their newsletters. As a
leader in the online financial space they have focused marketing
promotions with a direct-response test and learn strategy-optimizing
results for better ROI. This direct-response test and learn approach
has helped provide a better experience for the customer and achieve
maximum revenues for The Motley Fool.
PRESENTERS
Liz Cherry is the senior online manager for external
marketing at The Motley Fool, a worldwide investment and financial
advisory services company. In her eight plus years with the Fool,
she has managed both project-management and direct-marketing efforts
related to the company's world-class subscription investment newsletters.
Ms. Cherry's current responsibilities are to manage all of the paid
online marketing promotions for the company. Her focus is on lead
generation, building The Motley Fool's database of names to increase
the volume of newsletter subscribers. Her work focuses on banner
placements, paid search, co-registration and e-mail list rental.
Michele Khan is the vice president of marketing
at EPM Communications, Inc., which she joined in 1995. In her role
at EPM, Michele oversees the marketing of more than 20 newsletters,
directories, special reports and conferences, as well as EPM’s
Website. Prior to joining EPM, Michele spent six years with Securities
Data Publishing as director of marketing. At SDP Michele’s
responsibilities included direct-mail promotion for newsletters,
directories and conferences; managing a subscription-sales department
with seven reps; and advertising promotion for four trade magazines.
Michele is currently co-president of SIPA’s New York Chapter.
Helen Hoart is president of StayWell Consumer
Health Publishing, which has a strategic business alliance with
Harvard Medical School to market Harvard’s five consumer health
newsletters, including the Harvard Health Letter, Harvard Women’s
Health Watch and Harvard Heart Letter and its more
than 50 condition-specific health reports. During her 10 years of
working with Harvard, she has helped Harvard Health Publications
expand its scope through the creation of a series of condition and
life-style reports. She has also worked with Harvard Health Publications
to develop its Web strategy. StayWell’s success led Harvard
Medical School to renew and expand its relationship with StayWell.
Harvard Health reaches more than half a million subscribers monthly,
helping them make informed decisions about their health and well-being.
Before joining StayWell, Helen ran R.L. Polk’s newsletter
division where she headed marketing and business functions for a
variety of consumer publications, including the highly regarded
Kovels on Antiques and Collectibles.
In 1994, while working for Pearson, the international book and
specialized-media publisher, she led a group that acquired Encoders
Inc., a business-to-business publishing company. She was named president
of Encoders and helped that company increase circulation by 50%,
primarily through expansion into international markets of its flagship
publication, Communication Briefings. During that time
she also acquired several other publications and expanded the company’s
line of management training videos.
She served on the board of the Specialized Information Publishers
Association from 1996-2001 and was elected president in 2000. Helen
is the immediate past president of the Specialized Information Publishers
Foundation. She also represents Specialized Information Publishers
Association on the Mailers Technical Advisory Committee.
In 2006, she was given the Founder’s Award from the Hudson
Valley Direct Marketing Association in recognition for her outstanding
contributions to the field of consumer marketing. She was inducted
into the SIPA Hall of Fame in 2007.
Helen started her career on the editorial side of the business
covering politics, the White House and Congress for a number of
news services in the 1970s.
See details on the other
three SIPAnars:
FREE for SIPA members! Call Kati Fritz at SIPA at (703)992-9339
or email kfritz@sipaonline.com.
Not a member? Call Kati Fritz at SIPA at (703)992-9339
or (800)356-9302 to find out how to join! (Non-members
will be able to purchase CDs of the events for $179 per program.)
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