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Richard C “Rich” Marzella
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Paisano Publications, LLC, Agoura Hills CA; 1997-2007
Vice President-Circulation; 2000-2007
Circulation Director; 1997-2000
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| Successfully
managed the subscription operations of a consumer magazine publishing
company whose virtually exclusive magazine marketing focus had been on
newsstand sales; bringing the subscription marketing function to a
highly profitable, state-of-the-art position in a short time. |
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Generated annual subscription revenue averaging nearly $5,000,000 per year from eleven consumer magazines. |
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Increased
subscription levels by 254% to over 257,000 with a net bottom line
profit in excess of 40%, including the cost of magazine production. |
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Implemented
a little-used emergency revenue generation strategy, familiar only to
experienced circulation professionals, that produced over $1.2 million
over a six-week period. |
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Negotiated fulfillment and other contracts saving more than $1,000,000 in ten years. |
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Initiated
promotional policies and incentives that resulted in 75% of sold
subscriptions being received with payment, and created a billing program
that produced 65% payment from the remaining credit-sold subscriptions. |
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Wrote
copy and design specs for all subscription-related space ads, insert
cards, sweepstakes promos, direct mail, and other related promotions. |
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Acquired
and refined mailing lists for the most potentially effective target
prospects, and most economical postage presort profile. Ordered
materials, and issued execution instructions to all associated parties. |
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Established customer service policies and practices that created a strong subscriber loyalty with renewal rates over 60%. |
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AVCOM Publishing/Western Empire Publishing, Los Angeles, CA; 1989-1997
Circulation Director for
two, related multi-title magazine publishing companies with overall
P&L accountability for newsstand and subscription-related activities
of five consumer magazines. |
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RMP Ventures, Inc. Plainsboro, NJ 1986-1989
President of a newly-created company providing air charter and cargo services |
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American Banker/Bond Buyer, New York, NY 1977-1986
Vice President/Director of Circulation,
independently responsible for strategic planning and management of a
profit center accounting for 30% of all corporate revenue. Directed all
marketing, promotion, sales, fulfillment, distribution, and customer
service activities of three daily trade newspapers in the banking and
municipal bond trading fields with subscriptions selling for $450, $525,
and $1200 per year, respectively. |
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Morgan Grampian Publishing Co., New York, NY/Pittsfield, MA; 1975-1977
Circulation Director
responsible managing all circulation functions of eight trade
publications, and supervision of 28 management and clerical personnel at
two locations. |
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Ziff-Davis Publishing Co., New York, NY; 1972-1975
Circulation Manager for
Fulfillment and Budgets serving as primary liaison with Neodata (now
Kable Fulfillment-Colorado) and other fulfillment service bureaus for
all functions of eleven consumer and eight trade publications.
Responsible for budgets, forecasting, management reporting, renewal
promotion, and collections. |
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McGraw-Hill Publishing Co., Hightstown, NJ 1967-1972
Market Development Manager and Circulation Statistics Manager
responsible for creation of promotion and collection programs, ABC/BPA
reporting, along with the gathering and interpretation of subscriber and
marketing data for presentation to prospective advertisers and
comparison to competing magazines. |
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