Cover Story: Direct Marketer of the Year: Pegg Nadler
"In today's environment, a rich and fully developed database is imperative," Guelton relates. "We are more effective in helping our advertisers target their prime audiences and ideal prospects and in providing our subscribers with new products and better services. Since joining us in 2005, Pegg Nadler has been key in leading our efforts to expand our database capabilities …"
More than just DMRS Group President Bernice Grossman's friendship and mentoring (see sidebar) and the wisdom of von Szent-Györgyi Nagyrapolt have provided inspiration to Nadler during her long direct marketing career.
Nadler says her other direct marketing influences include Jack Kliger, former president and CEO of Hachette Filipacchi Media U.S. (who, as of press time, was reportedly taking over as acting CEO of TV Guide). Chairman of the Magazine Publishers of America from 2005 to 2007, Kliger took the unpopular stance that circulation metrics needed to change and magazine publishers needed to embrace digital technology instead of fighting it. "It is essential, I believe, that our industry moves to a more timely system of readership measurement—a system that shows the connection between distribution and readership more effectively," according to a transcript of Kliger's "MPA Breakfast with a Leader" from Dec. 7, 2005.
"The whole notion of the measurable audience going beyond what had been the standard magazine circulation base is actually something that Jack Kliger … began talking about … years ago," Nadler says. "And I think when he first spoke about it, a lot of people thought that he was just off-base. And he really saw this years before a lot of other parts of media and ad agencies began to glean onto this. I think he was just aware that suddenly there was a movement away from print and that the circulation counts weren't really reflecting accurately how many people were involved with reading or being exposed to a certain product."