Mag Bag: Hachette Hires Equifax for Data Optimization





Hachette Hires Equifax for Data Optimization

Hachette Filipacchi has signed a deal with Equifax Database Services giving the latter responsibility for consolidating Hachette's database management and improving the accessibility of client data to bolster conversion, retention and cross-sell revenue opportunities. 

The Equifax project involved melding demographic data and various technology applications to improve the efficiency and ROI of direct-marketing efforts.

Hachette's database marketing division was formed in February 2007, drawing on information culled from a variety of sources, including the print and online presences of Hachette's wide array of lifestyle and enthusiast titles, among them Elle, Car and Driver, Home, Premiere and Woman's Day. The new division was launched as part of a push to make Hachette more profitable, following a major shakeup in the corporate management of Hachette's French owner, Lagardere SCA.

Other magazine publishers have bulked up their database marketing efforts through acquisitions and new launches over the last couple of years. In October 2007, Meredith bought Dallas-based Directive Corporation, a firm that specializes in database strategy, analytics and customer-asset management, to help leverage the publisher's consumer database of roughly 85 million names more efficiently.

Playboy Outsources Ops to AMI

In a major cost-cutting move, Playboy Enterprises Inc. is outsourcing most of its business operations to American Media Inc., the publisher of Men's Fitness and Muscle & Fitness, including ad sales, marketing support services, production and distribution. Playboy will retain its editorial responsibilities. The news follows the announcement of a dramatic 38% cut in Playboy's rate base, from about 2.4 million to 1.5 million, set to take effect in 2010. The magazine also combined its January and February issues, but during Playboy's third-quarter earnings announcement, the company's management warned that further cuts would probably be needed. 

Metropolitan Home Subscribers Get Elle Decor

Subscribers to Hachette Filipacchi's defunct Metropolitan Home will not have to go without upscale shelter content -- at least the good ones: according to Folio, the "high quality" subscribers will henceforth receive Elle Decor, Hachette's flagship shelter title (after the closing of Home and Metropolitan Home), increasing Elle Decor's rate base 10% to a total 550,000. "high quality" means the subscribers that most closely fit the demographic profile of Elle Decor.

Lachlan Murdoch May Pony Up for Nielsen Business Media

Lachlan Murdoch, son of global media mogul Rupert Murdoch, is said to be interested in joining the consortium of investors assembled by James Finkelstein's News Communications to buy Nielsen Business Media, according to paidContent. The junior Murdoch, who struck out on his own after leaving News Corp. in 2005, has since made a series of independent investments in media firms.

Runner's World Launches Running Route App

Runner's World has launched a new Route Finder, powered by TrainingPeaks, to allow online readers to search for maps of running routes worldwide showing the elevation of hills and other topographic features that make routes harder or easier. The route directory also has reviews, ratings and advice from other runners who have already run the route. Visitors can upload new routes with their own comments, assemble their own running and training calendars¸ and share their routes with friends via Facebook and Twitter.

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