Rodale Press A Market-by-Market Approach Helped This Publisher
While most of Rodale's worldwide prospecting efforts are done by solo direct mail, it incorporates other media into the mix. Free-standing inserts are placed in local periodicals in all markets, but are used quite heavily in the United Kingdom. It also uses DRTV in Germany and does some outbound telemarketing to existing French and U.K. customers.
Similar, Yet Different
Even with all the talk of unification, Gavett finds Europe still very much made up of vertical markets. Since launching "The Doctors Book of Home Remedies" internationally, Gavett says her biggest challenge has been, "understanding how each market differs from another and adapting a business model for the uniqueness of each market to be successful. It's an ongoing process."