Cultivating High-Value Subscribers and Renewals

Few industries have experienced the turmoil caused by digital technologies more acutely than publishing. These disruptions have changed the media consumption habits of readers, created new sources of competition, and threatened the relationship between publisher and subscriber. Gaining new subscriptions, while good for rate base, can leave publishers disconnected from their subscribers when intermediaries like Amazon sell the subscription but own the customer transactional relationship.

The complications don’t end there. Publishers who previously had only to address their print subscribers must now meet the needs of different types of content consumers:

  1. Print subscribers (Yes, many subscribers do still prefer print.)
  2. Digital subscribers, though some digital subscribers also like print
  3. Website visitors who do not subscribe, yet visit frequently and are loyal to the brand

The good news is that many magazines are finding ways to profitably deliver a quality product in print and digitally. Many magazines are growing in circulation and even appealing to younger Millennial readers. And with Wiland’s custom audience modeling, they are adding new, high-value subscribers to their rolls—subscribers who also renew at good rates.

Wiland has been serving the publishing and media industry for many years. Our services are powered by the massive Wiland Cooperative Database, the world’s largest repository of subscriber data, with more Direct to Publisher (DTP) subscription information than exists anywhere else. This insight is further enhanced by the vast transaction data—billions of transactions and trillions in spending that reveal subscriber activities as consumers (the products they buy) and donors (the charities and political causes they support). This data broadens a publisher’s understanding of its subscribers while also fueling predictive models that make subscription marketing more effective.

New Subscriber Acquisition

Find new subscribers who are the most likely to subscribe—and then renew. Wiland’s predictive analytics and modeling solutions identify the best new prospects from within our vast database. This approach means you can acquire new subscribers affordably and realize the best return on investment for your acquisition campaigns in all channels.


Expired Subscriber Reactivation

Our subscriber reactivation solution enables publishers to selectively invest in reactivating expires that are highly desirable from an advertising sales viewpoint. But it also helps avoid reactivating at a loss any expires that are unlikely to have good Long-Term Value (LTV). Our predictive models rank expired subscribers based on how likely they are to renew and pay for the renewed subscription. This enables a publisher to test the expired subscribers from the top down, marketing as deep into the modeled universe as is successful. This approach is simple but effective, finding quality renewals, while avoiding losses from marketing to weak segments.


Marketing Budget Optimization™

Increase the efficiency of your acquisition efforts. By minimizing marketing waste, you will realize higher campaign performance and superior results. Our predictive, multi-model methodology illuminates the top-performing names—and, equally important, identifies the weakest names—within your net file. This enables you to replace underperforming names before you mail with more responsive Wiland names—high long-term value prospects who will make multiple purchases/donations. You also have the option to reduce mailing size with the savings going to your bottom line or funding marketing in other channels.

Getting Started

Cultivating High-Value Subscribers and Renewals. Contact us to learn more!

Publishing & Media: Team

Division Leadership

Picture of Rob Reger

Rob Reger

President, Cooperative Database Division

Rob brings 28 years of direct marketing experience to Wiland’s Ultimate Data Division team in his role as Senior Vice President, Solutions and Insights. Having specialized during the last 10 years in leading account management and business development teams, Rob has extensive experience serving clients across industries, working with them to leverage data to build stronger relationships with prospects and customers and increase their marketing precision and performance.

Prior to joining Wiland, Rob held leadership positions in both data-centric and creative roles at companies including Epsilon, Datamark, Inc., Amrion, Inc., American Family Publishers, Rodale Publishing, and Prentice-Hall/Simon and Schuster. An active member of the direct marketing governance community, Rob has been part of the Data & Marketing Association (DMA) Ethics Operating Committee since 2009, having served as Chair in 2015 and 2016. Rob is also a five-time DMA Echo Award Judge and has served on the Board of Trustees for DMA’s Marketing Edge Organization.

Outside of work, Rob enjoys skiing, fitness, yoga, and adventure motorcycling. He enjoys spending time with his family and being out on his bike whenever possible, including while doing charity fundraising work as a brand ambassador for the nonprofit organization Backcountry Discovery Routes.

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  • Phone: (303) 485-8686
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Jan Chandler

Division Vice President, Publishing and Solo Continuity

Jan’s work-hard, play-hard philosophy has propelled her 20-year direct marketing career since 2007, first at Neodata, then at CK, and finally at Wiland. She’s good at juggling multiple tasks and staying organized. Yoga has taught her to be flexible, mindful and present—a winning combination. Her tremendous energy goes into her family, her grandchildren, her hobbies, and her work, where her roster of clients reads like a Who’s Who of the publishing industry. That love of publishing complements her love of service as Jan deciphers her clients’ challenges, then creates effective plans to help them reach their goals.

Jan earned her B.A. in business administration and, recently, her M.S. in organizational leadership, both from Colorado State University. She plans to teach college-level business classes online. Meanwhile, she’s busy beading, crocheting, cooking, reading, hiking, repurposing thrift-shop finds, and helping build houses with Habitat for Humanity. Jan is all about hands-on service, and she loves to discover good ideas and unique solutions that work for the good of her Wiland clients.

Favorite Quote: “Strive not to be a success, but rather to be of value.” —Albert Einstein

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New Business Development

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Allyson Gordon

VP, New Business Development

Allyson collaborates with and supports clients’ marketing efforts to help meet their business goals. Armed with a background in direct mail and digital, Allyson’s experience makes her an ideal fit for the Wiland team.

An ambitious go-getter and New Jersey native, Allyson has worked on both the publishing side and the agency side. After finishing college at the University of Delaware, she moved up to New York City to begin her career in marketing. She worked in publishing at Source Interlink Media, and at an agency, most recently at Paradsyz.

When not working, Allyson lives with her husband in Long Island City, NY. She loves to relax at home, either trying to get through all the shows on her DVR or reading a good book. On the weekends she loves exploring New York City, looking for new restaurants to try or areas to explore. Allyson is not one to shy away from any sort of adventure. After skydiving and bungee jumping, she is ready to try anything new!

Favorite Quote: “You’re only given a little spark of madness. You mustn’t lose it.” —Robin Williams

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Heidi Thibodeau

VP, New Business Development

Heidi is well-named, because she’s a high-energy high achiever with high expectations of herself and those she helps. Fresh out of high school, she joined the Air Force, landing in Incirlik, Turkey—a huge eye-opener for her. After raising her kids, Heidi fulfilled her lifelong goal of becoming her family’s first college graduate by earning a B.S. in business management from Colorado Technical University in 2011. Along the way, Heidi joined Toastmasters and taught others to overcome their fear of public speaking.

Heidi joined Wiland after 16 years at The Millard Group. Her experience in circulation planning, startups and digital marketing gives her a big-picture view of a client’s business objectives and how to attain them using Wiland’s industry-best transactional database, analytics and modeling.

She believes the only way to make changes in life is to jump right in and get involved, something she never hesitates to do. With a husband in the military for 30 years, Heidi knows how to work within an existing framework yet retain her individuality. She is big on volunteering, for which she’s won many awards. Heidi serves on several boards, volunteers with the National Guard Family Support Program, and has coached kids in numerous sports. Always in motion, Heidi loves to ski, hike, and bike with her husband, and she gets a kick out of watching her kids forge their way in the world.

Favorite Quote: “As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.” John F. Kennedy

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Patrick Flaherty

Director, Digital Sales

When you meet Patrick Flaherty, it’s not hard to see that he’s a born Irish storyteller. Patrick loves stories and shows it by taking his wife and three girls to Disney parks whenever possible. Disney sets the bar high for customer satisfaction, and that’s what Patrick also sets his sights on: delivering Wiland’s digital products and services with a smile. What’s more, he aims to elicit one as he makes clients feel he’s an extension of their own staff.

His several decades in direct marketing, another decade in a family business and many years as administrator for a large church add up to a lifetime of experience making his customers smile. Patrick’s love of stories and smiles spills over into all aspects of his life, from volunteering with youth groups to helping nonprofit charities find the support they need to thrive. The Boulder-bred Patrick also smiles through the many magnificent miles of cycling and running in the area. Then come the stories of a true Irishman—which he wisely recognizes as blarney, the talk that aims to charm, flatter or persuade. Service, stories, and smiles: that’s Patrick.

Favorite Quote: “Twenty years from now you will be more disappointed by the things you didn’t do than by the ones you did. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.” —Mark Twain

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Client Services

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Mark Fleetwood

Client Services Director

Mark joined Wiland in 2017 after spending over 20 years in circulation management for both consumer and business-to-business publishers. With vast experience conducting direct mail campaigns and working as a jack-of-all-trades within the publishing industry, Mark is deeply conscious of the importance of discovering new, highly responsive marketing audience lists to drive business success.

Mark’s experiences within the publishing sector include directing all circulation activity for a variety of both print and digital magazines, from new business generation to billing and renewal activity, newsstand sales, fulfillment, list management, and brokerage. Mark now brings this multifaceted knowledge to Wiland and aims to immerse himself in driving increased business for clients.

Mark and his wife, both graduates of Indiana University, are proud to have loosed three vivacious daughters out into the world. Mark is a Civil War history buff and lifelong IndyCar racing devotee. He also enjoys tennis and is a fan of greyhound dogs.

Favorite Quote: “You miss 100% of the shots you never take.” – Wayne Gretzky

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Deb Hutchens

Client Services Director

Raised an Air Force brat, Deb was born in Germany and lived all over the world with her family of five, which makes her a people person, comfortable wherever she goes. After earning a B.S. in marketing from Illinois State University, Deb was lured by the great weather and breathtaking beauty of the West to Wyoming in 1982. She took MBA-level classes at the University of Wyoming and held jobs at Blue Cross Blue Shield and Unicover. Colorado then beckoned with jobs at Current, Artistic Greetings and Experian, and Deb then joined Wiland seven years ago.

Deb likes things hot. She’s a devotee of hot yoga, and for vacation gathers with her close-knit family in the sweltering heat of Oklahoma in July. Family is paramount to Deb, who is a devoted daughter, sister, and aunt. Deb’s takeaway from yoga is remaining flexible so as to ease into difficult poses. Those same attributes also serve in her life and in her job, which she describes as the perfect blend of analytics and customer service. As an advocate for her Wiland clients, Deb loves it when she can say, “Why yes, we can do that!”

Favorite Quote: “That which does not kill us makes us stronger.” —Friedrich Nietzsche

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Katie Kelly

Client Services Director

Katie Kelly is a marketing strategist who works with businesses to enrich customer engagement and enhance the consumer journey. Katie brings a little “southern charm” to the west—the Florida native completed college at the University of Alabama with a degree in marketing and a specialization in sales and account management. Upon graduation, she relocated to Denver, CO to pursue a career in data marketing and technology.

Katie has extensive experience in building valuable client relationships, data-driven marketing, and digital technology and applications. Having worked with clients across a wide range of industries, Katie is passionate about designing a flawless customer experience that bonds people to brands. She is skilled at working with clients to understand their overarching business objectives and then implementing a customized solution. Prior to joining Wiland, Katie held account management roles at Epsilon and Verizon Enterprise. In addition to handling day to day communication and activity in these positions, Katie also led large-scale projects including customer segmentation analysis, digital targeting, database enhancements and hygiene, and omnichannel strategy roadmaps.

Katie is an advocate of continuous improvement both at and outside of work. She enjoys hiking, skiing, traveling, yoga, music, and any other activity that requires evolution and challenge. Although she loves living in Colorado, Katie stays true to her roots by rooting on the Alabama Crimson Tide during football season and indulging in BBQ frequently.

Favorite Quote: “It’s not human nature to be great. It’s human nature to survive, to be average and do what you have to do to get by. That is normal. When you have something good happen, it’s the special people that can stay focused and keep paying attention to detail, working to get better and not being satisfied with what they have accomplished.” – Nick Saban

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Gregg Kinnes

Client Services Director

Gregg comes by his direct marketing talents naturally. His grandfather was a postal carrier, and his father was a circulation director.  “My dad had one of those drawing tables, where I would watch him designing his own business reply cards. Cut and paste was real back then.  We used keypunch cards to make Christmas decorations.” After graduating from Colorado State University with an economics degree, he spent many years in circulation, fulfillment and direct marketing – with a little bit of owning a pet store thrown in.

Gregg is an avid fly fisherman, spending many weekends camping in the wonderful western outdoors. His two children have moved out of the house, but he and his wife are not empty nesters – three dogs, two cats, two birds and two fish still live at home.

Favorite Quote: Dum vivimus vivamus – A Latin phrase meaning  “While we live, let us live”.

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Jodi Smith

Client Services Director

Jodi has spent her entire career in publishing and related industries. She started in telephone customer service at Neodata in 1989. More recently, she worked in circulation at Interweave and F+W Media. She joined the Wiland team in 2015 and is excited to work with a talented group of people who share the same passion for helping Wiland’s clients with honesty and integrity.

Jodi chose to be a single mom when she adopted an 11-year-old girl. Of her daughter she says, “She keeps me young and makes me feel old all at the same time.” She also has a soft spot for her “fur babies,” currently a dog and a bunny.

Favorite Quote: “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” —Dr. Seuss

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Product Management

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Dave Brown

SVP, Product Management

Dave is passionate about learning and exploring, both at work and in his personal life. He loves to challenge his own ideas and notions, always seeking to improve. These traits, coupled with his love of facts and statistics, drew him to direct marketing some 20 years ago; and these virtues are brought to his role at Wiland, where he oversees product development and marketing for the many vertical markets that Wiland serves.

Before joining the company, Dave spent nearly a decade in senior marketing positions at multi-brand catalog retail companies including Astral Direct and Concepts Direct. He also has significant service-side experience, having worked with major direct-marketing clients at EDS, the Polk Company and Prime Response.

Dave graduated from Fort Lewis College in Durango, Colorado, and from the University of Colorado at Boulder, where he received his MBA and, more importantly, met his wife. Having lived in Springfield, Missouri for a number of years near the beautiful Ozark Mountains, Dave and his family have returned to Colorado where the much larger Rocky Mountains form the iconic western skyline. When not developing new marketing solutions for our clients, Dave enjoys watching his teenage son and daughter play competitive soccer, traveling to lands near and far, and, of course, exploring.

Favorite Quote: “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” —Mark Twain (attributed)

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Will Clayton

SVP, Digital Product Management

Immersed in the exciting personal computer revolution of the 80s, Will cut his teeth on desktop publishing and computer graphic arts. After earning a bachelor’s degree in education and physics from Brigham Young University and an MBA from North Carolina State University with an emphasis on product innovation and marketing, he developed online storefronts and other early web technology.

He then helped other innovative companies turn ideas into viable marketing tools. Recently, his focus has been on the appropriate, secure use of consumer data for effective marketing; optimization tools for creative, audience and media; cutting-edge technical developments in digital marketing; and the evolution of mobile, local, video and other rapidly emerging digital channels.

Will says his true work and passion is at home, where he helps care for, and learns from, six amazing children. He teaches safety and leadership skills to Boy Scouts and to adult Scout advisers. An accomplished and award-winning Toastmaster, Will stands ready to address any gathering. As our go-to guy on digital, Will expands Wiland’s bandwidth by translating geeky concepts into simple explanations and thorny technical challenges into elegant product solutions.

Favorite Quote: “Real genius is nothing else but the supernatural virtue of humility in the domain of thought.” —Simone Weil

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Wells Spence

VP, Product Management

Throughout his career, Wells’ core mission has been to help companies thrive by identifying their challenges and building solutions that fuel success. He brings this same results-oriented outlook to his role as Vice President of Product Management at Wiland.

After graduating from Amherst College in his native New England, Wells began his over 20-year marketing career at direct marketing powerhouses The Danbury Mint and Time Life. More recently, he’s helped companies like The Discovery Channel, Time, Inc., and EBSCO succeed by leveraging data and digital platforms to engage audiences and by leading multi-channel integration initiatives. As part of the Wiland team, Wells enjoys having daily opportunities to use his multifaceted experience to support clients and colleagues alike.

As a recent Colorado transplant, Wells’ top hobby has been gaping awestruck at the Rocky Mountain vistas with his wife and two sons. He also enjoys jogging with his dogs, cheering on and coaching his lacrosse-obsessed sons, and relishing the unfolding of each day with family and friends.

Favorite Quote: “It’s not that I’m so smart, it’s just that I stay with problems longer.” – Albert Einstein

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Lia Feldman

Marketing Director

Lia’s Colorado roots run very deep. Her great-grandfather settled a mining town south of Boulder around the turn of the 19th century, and her family has been here ever since. After two years at Walla Walla College in Washington state, she headed back to the University of Northern Colorado, where she earned her B.A. in psychology, and she’s been in Colorado ever since.

Lia spent nearly six years in marketing, sales and event planning at the Fort Collins Country Club. Here at Wiland, she manages all aspects of our corporate identity and brand, along with trade show attendance, sponsorships, marketing messaging and strategy, and web content. She flies all over the country for Wiland, but when she’s not doing the traveling she loves, relaxing at her country home at the base of the foothills. She and her husband, Zack, have property with a small flock of chickens, sheep, a couple dogs, and a huge garden. Lia enjoys fishing, boating, hiking and camping, and spending time with family.

Favorite Quote: “Someday is made up of a thousand tiny nows.”

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