"There has been a trend away from traditional print circulation development. Magazine marketers need to wrap their arms around our market, identify what it is that customers want from us and in what format, and then give it to them. So, of course, we need to embrace technology," prescribes Tyson.
In particular, subscription marketers need to maximize the number of subscriptions sold through every source of business. "That's called source evaluation, and no one discusses it any longer, let alone trains new employees in this art," explains Tyson.