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:
- Print subscribers (Yes, many subscribers do still prefer print.)
- Digital subscribers, though some digital subscribers also like print
- 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 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™
Cut the waste out of expensive prospecting and subscriber marketing. Our predictive models rank names from top to bottom based on subscriber behavior, giving you the confidence to remove low-performing names from online and offline prospecting efforts. Unresponsive names can be replaced with better prospects, or the savings can be applied to other campaigns or across other channels.
Thank you for contacting us. Your information was submitted, and we will be in touch as soon as possible!
President, Cooperative Data Division
To hear Tom tell it, living and working in Colorado creates a unique synergy between his personal and work life. He loves being outdoors—on his bike, on his boat pursuing that next great fish, or in the woods stalking big game. In the same way, he loves the adventure of helping clients become more successful in their multichannel marketing efforts. Whether on the water, in the woods, or here at Wiland, Tom is driven to go the extra mile to achieve something truly special.
With his 30+ years on both the client and vendor sides of the business, Tom is able to offer our clients unsurpassed multichannel marketing expertise. Having mailed tens of millions of catalogs as well as creating and delivering precisely modeled audiences for both online and offline campaigns, Tom’s wisdom and insights help our clients reach their loftiest goals for growth and profitability.
An avid road cyclist, Tom recently completed a 90-mile ride from Grand Lake, Colorado to Estes Park—and back! That’s two trips over world-renowned Trail Ridge Road (12, 183 ft.) for a total vertical climb of 8,400 feet in one ride!
Tom and his “much better half” Mary enjoy cheering from the sidelines as their kids, Nate and Ellie, discover their passions while receiving their college educations. At the College of Tom Murray, they can learn about putting others’ needs first, being truthful no matter what, and avoiding the temptation to take a shortcut.
Favorite Quote: “Life is 10% what happens to me and 90% how I react to it.” —Charles Swindoll
- Phone: (303) 485-8686
- Email: email@example.com
Division Vice President, Consumer Services, Travel & Hospitality, Publishing & Media
Dave is a self-proclaimed man of numbers, not of words. With a double major in finance and economics, he lets the numbers do the talking…and they say quite a lot about Dave and the know-how he brings to direct marketing in both digital and offline environments. Here at Wiland, he oversees the team responsible for the delivery of solutions and services to several hundred clients.
Dave’s nearly 30 years of direct marketing experience began at Fingerhut, where he held multiple positions in the marketing department. He then moved on to catalog marketer Michigan Bulb, which was part of Foster & Gallagher. There he led the new customer acquisition marketing and circulations functions for more than four years, overseeing direct-response advertising decisions and vendor relationships. Before coming to Wiland, he held a variety of positions with Epsilon Targeting. On the side, he’s had training in effective negotiation, management and coaching for success.
Favorite Quote: “Gentlemen, you can’t fight in here! This is the War Room!” —Dr. Strangelove or How I Learned to Stop Worrying and Love the Bomb
New Business Development
SVP, New Business Development
Todd brings 30-plus years of direct and online marketing experience to Wiland. Back in the direct marketing stone age, when “dot whacks” and “mail tapes” were actually part of the English language and catalogs were the marketing channel of choice, Todd was sending out hundreds of millions of them. But with the digital marketing era on the horizon, he joined the revolution and has spent the past decade in digital advertising, specializing in the behavioral and personalization aspects of the field.
Ask him about his latest adventure leading digital sales at Wiland, and he’ll tell you that the next chapter in online marketing history is not about simple behavior, but audience engagement based on holistic, cross-channel insight. What Todd likes best about the products he delivers is how Wiland collects and analyzes campaign results. It answers the question everyone is asking “What’s truly effective, and is it measurably incremental to my other marketing efforts?”
When not having fun at work, Todd enjoys spending time with his family, renovating their 1891 Victorian house in Old Town Longmont, or fly fishing in exotic tropical locations with his son.
Favorite quote: “Life is not a journey to the grave with the intention of arriving safely in a pretty and well-preserved body, but rather to skid in broadside, thoroughly used up, totally worn out, and loudly proclaiming, ‘WOW! What a ride!'” —Unknown
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
- Phone: (908) 642-4890
- Email: firstname.lastname@example.org
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
SVP, Client Services
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
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
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”.
Client Services Director
April began her direct marketing career with the legendary National Demographics & Lifestyles (NDL) in 1993 before moving on to Arvato, part of Bertelsmann, which often took her to Germany (including during the World Cup in 2006).
April came to Wiland in 2007, where she advanced to outside sales. In 2012, when cancer struck, April’s family and Wiland colleagues lovingly helped her through the tough times. Today, as a survivor, she says, “Wiland is like a family to me. I have a completely different perspective on life these days and always look at the positive in everything I do.”
When not at work or checkups, the avid motorcyclist (who started riding long before it was cool for chicks to ride) hits the road year-round in the mountains, plains, and everywhere in between. She loves hanging out with her beloved dog, Lucky, noting that rescue is a two-way street.
Favorite Quote: “When life gives you lemons, make lemonade.” —Dale Carnegie (attributed) by way of April’s mother
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