Iggy Pop

By Ken Schneider Circulation managers at consumer magazines have many weapons at their disposal in their never-ending search for quality subscribers. Lists and direct mail testing are the two that immediately come to mind. But renewals and billing are just as important. Unfortunately, many circulation managers I've encountered treat renewals and billing as necessary evils that have to be tolerated, and they give these disciplines short shrift. To me, they can be a circulator's secret weapon for success. Let's discuss renewal series first. Number one: Hire a writer/designer team that knows what renewals are all about. Look at their samples. Ask them about

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