Pohly Revamps DM Publication

BOSTON Pohly & Partners has redesigned the Direct Marketing Association’s monthly magazine, which will now be titled InMarketing.

InMarketing evolved from the DMA’s former publication, The DMA Insider, which published five times a year. Launched in 1997, The DMA Insider was also published by Pohly & Partners.

InMarketing plans to publish 12 times a year and will cover the entire spectrum of direct marketing. The new magazine’s circulation is estimated to reach 45,000 senior marketing professionals, according to the DMA.

“The two big differences are the frequency and the circulation,” said Michael Buller, editor of InMarketing in Boston. “Beyond that, direct marketing [since] 1997 has grown tremendously and changed quite a bit. If you look at some of the marketing channels that weren’t there back in 1997 [such as] blogging, podcasting … InMarketing is really the editoral embodiment of that.”

Boston-based independent specialty communications company Pohly & Partners created a contempory look for the new periodical, which has added new features such as “One-on-One” that aims to glean insight from influential marketers and kept sections from the Insider that were popular like “Radar Screen” and “Washington Watch.”

The new book has “more of a contemporary and fresh feel. We’ve tightened up the design [but] kept the professional essence of it,” said Buller.

“A major factor fueling direct marketing’s growth is measurability, which is increasingly important to CEOs who demand tangible, quantifiable results and ROI,” said John Greco, president and CEO of the DMA in New York. “InMarketing magazine will appeal to any marketing professional who has an interest in measurable marketing campaigns that, using one or a number of media, forms a relationship with a customer based on relevance and places the right message before the right customer, donor and prospect.”

The first issue is slated for an October release and will coincide with the DMA’s annual conference being held this year Oct. 15-19 in Atlanta.

Pohly & Partners’ client roster also includes Continental Airlines, Coca-Cola Foodservice & Hospitality and Western Union.