Keeping list quality high on tight budget

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Gloria Adams is the senior VP-audience development and book publishing at PennWell Corp. MB: What are your biggest issues right now? Adams: We don't have enough people to ade-quately handle all the activities our department is charged with, and our budgets are severely reduced, which makes it difficult to maintain a high-quality circulation file. We handle brand responsibilities as equitably as possible and employ a large number of very low-cost options to gain circulation for our various products. MB: What are the challenges for audi-ence development in b-to-b publishing? Adams: Trying to get a solid handle on what our jobs are right now. Our basic job hasn't changed. What has changed is the wide variety of products we're responsible for and the methods we're using. —M.J.M
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