Creating one-to-one relationships

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Business, 4/29/11

Audience developers’ relationship with consumers is changing. Because media companies have an ever-increasing amount of information about customers available to them, a more one-to-one relationship can be established.

“The world is now one of instant gratification, and information is readily available from many sources. You want that customer to feel that they are your BFF,” said Jo Ann Binz, circulation-audience development manager at Quality Circulation Services.

Kim Clothier, director of audience development at FMA Communications, said she is trying to make that relationship stronger every day. “If our customer can’t get what they want, how they want it from us, they’ll go find it somewhere else. It really is that simple,” she said.

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