Today I got one of those phone calls: someone from a call center representing a trade magazine, asking me to verify my contact information for their subscriber database and as proof that I’m an actual subscriber that they can include in their circulation numbers. You’ve undoubtedly gotten many of these. They are as much the banes of B-to-B publishers’ existence as they are annoying to subscribers.
I told the phone rep what I tell them all nowadays: I ask if they have a digital edition of their publication. If so, I ask them to switch me to it. If not, I ask them to cancel my subscription. I do this mainly as my tiny way to help the environment, as well as so that I can see what publishers are doing (or not) with digital edition technologies.
The phone rep on today’s call said that the magazine in question, KM World (published by Information Today Inc.), does not offer a digital edition but that he was going to ask whether I’d be interested in one. This shows that digital editions are on more B-to-B publishers’ radar screens.
Our market study of digital editions cites concern for the environment as one of the three primary factors driving growth in digital editions, particularly in B-to-B publishing (the others being lower costs and speed of delivery). Several publishers told us of their own environmental concerns as well as those of their customers and readers.
The routine subscription database update call that included a question about this is further evidence.
And yes, I also don’t like getting trade publications in print because I don’t want my office to be any more cluttered than it is already. Don’t you?

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