Telemarketing's larger role in circulation. (Folio: Source Book 1991) Folio: the Magazine for Magazine Management | January 1, 1990| | COPYRIGHT 1990 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information) Copyright

Telemarketing's larger role in circulation Magazine circulators are currently taking a closer look at telemarketing. Once relegated to the end of the renewal series and viewed as a costly, last-ditch effort to bring a subscriber back on the books, telemarketing is playing an increasingly important role in circulation strategies. It not only brings in good response rates, circulators say, but makes good economic sense as well.

That's especially true as direct mail response rates continue to deteriorate and as the cost of mailings increases with postage rates and ...

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