BtoB

Vance exec aims to drive revenue

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Tom Fogarty has been working in printing and b-to-b magazine production for the past 26 years, holding top spots at Primedia, Ascend Media and now Vance Publishing, where he took over as director of production in March. Media Business: What have you been working on at Vance? Fogarty: I was lucky to take over a department that is in great shape, so no big initiatives needed to take place. Since I started, we renegotiated foreign distribution rates because foreign rates are changing all the time. And I found that we saved some money by doing publisher-supplied paper. Paper is a hard business to be in right now. MB: What's on the horizon that concerns you? Fogarty: Postal. There will be another rate increase. I think that'll just happen annually now. I personally am waiting to see if the post office will stay on the six-day workweek. Cutting a day would be an easy way to find a few billion dollars of savings quickly. It would certainly mean a change to publishing cycles for anything that ships on Fridays for Monday delivery. MB: What else are you working on? Fogarty: Finding ways to drive revenue. If there's something you can do to cause a reader's eyes to land on your ad, your conference booth, your Web page for a little bit longer than the other guy's, then there is money available to you: flashier inserts, uses of different stocks, more interesting popups, scratch-offs, you name it. I have a table full of specialty inserts that I hand out to our publishers and sales reps, and encourage them to show to their clients. —M.J.M
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