Hachette Jumps Into Database Marketing

Chief Operating Officer Philippe Guelton to Oversee New Division

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NEW YORK (AdAge.com) -- Hachette Filipacchi Media U.S. became the latest media company to announce an expansion into marketing services, saying it has formed a database-marketing division under Philippe Guelton, exec VP-chief operating officer.
Media sellers have been bulking up on marketing capabilities in a major way since the media landscape entered its state of permanent quake.
Media sellers have been bulking up on marketing capabilities in a major way since the media landscape entered its state of permanent quake.

"With precise knowledge of our subscribers' passions, we can offer pertinent content and services tailored to every individual on our file, keeping them fully engaged," Mr. Guelton said in a statement. "For advertisers who want highly targeted customer demographics, we will match their needs to our finely tuned audience."

"This sophisticated database will enable us to deliver even more effective media campaigns and marketing programs," he added.

On the heels of an acquisition
The move by Hachette, which publishes magazines such as Elle and Woman's Day, closely follows the recent acquisition of three interactive agencies by Meredith Corp., which owns 14 TV stations and a host of magazines such as Family Circle and Better Homes and Gardens.

Media sellers have long offered low-key services such as custom publishing and direct marketing, but they have been bulking up on marketing capabilities in a major way since the media landscape entered its state of permanent quake.

To support its new division, Hachette named Pegg Nadler a VP for database marketing; her company, Pegg Nadler Associates, has consulted for companies including Hachette, Discovery Communications and Thirteen/WNET. She will report to Mr. Guelton in her new role.
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