Subscription fulfillment

While what constitutes fulfillment varies considerably from one publisher to another, and even from one journal to another, the key word is always service. Subscription fulfillment is defined as the processing and servicing of subscriptions from any source. This can be accomplished in a number of ways. In fact, it is not unusual to convert systems several times to find the best way of fulfilling your subscriptions. The advent of the computer has made it possible to gather statistics and demographics more easily, and an analysis of the statistics is a basic tool in new promotion. As costs increase, greater selectivity is needed in list selection, advertising, and special offers. The basic source of subscribers is renewals. As much, if not more, effort should be spent on obtaining renewals. As much, if not more, effort should be spent on obtaining renewals. As much, if not more, effort should be spent on obtaining renewals as on seeking new subscribers. When do you stop seeking a renewal efforts when the cost reaches the figure for adding a new subscriber. Credit and collection efforts follow the same pattern. Fulfillment is a cycle composed of promotion, servicing, collection, and renewal.