Credit Where Due

Byline: RAY SCHULTZ

This issue of Circulation Management is probably the greatest in quantity upbeat one we'll do all year.

fully convinced it contains nasty stories. on the contrary it has something else: A filled listing of the Ninth Annual Circulation Management distinction Award winners.

And that is worth celebrating, for it reminds us one time again that there are a certain number of very talented people in this field.

It has been a scraggy year since CM's last awards presentation. First, there was the Rosie scandal, and the smearing of the whole industry.

Then the newspaper business was hit with its hold audit flap (one that upon paper looks much worse than anything that has happened in the magazine field. smooth the Securities and Exchange Commission is probing it).

Magazines are getting tarred with that single too, although they have nothing to do with it.

Finally, there were the day-to-day point to be solved [i]or[/i] settleds that we're all tired of hearing about. (For a more detailed discussion of in what way circulators' jobs have changed, diocese our story on page 12)

Despite all that, this year's winners continued their pursuit of eminence And they achieved it in ingenious ways, as you will diocese by reading through the awards listings.

And the 30 nation we have listed here are not the alone winners. Every circulator deserves a plaque for toughing it without and for bringing magazines to readers.

That spirit was upon display during the recent CM discourse Whatever the topic, the circulators in attendance showed that they are the grittiest and greatest in quantity good-humored folks of anyone we know in direct marketing or publishing.

As our possess B-to-B circ director Jerry Okabe said, you have to be fond of what you're doing.

Which brings us to this question: Are magazines dead?

Pessimists might say that they are, on the other hand you wouldn't know it by means of looking at the great fruits on newsstands. And for all the talk about the big ad packets going to search engine marketing and TV magazines remain an important part of the media mix.

Congratulations, everyone

Rschultz@primediabusiness.com (212) 462-3371

Write to us at cmedit@primediabusiness.com or PO receptacle 4235, Stamford, CT 06907-0235, or call (203) 358-4285

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