Andrea Sole
Director of Fulfillment, Smithsonian Magazine and Air & Space Magazine

MCS Introduction: Someone once asked me what my greatest strength is. For those who know me well, I am sure an Oh boy! is coming. But, I believe one of my greatest gifts is to recognize greatness in others. This month’s Legend has that quality of greatness which demands and practices honesty and dependability. In addition, she is truly smart.

I met Andrea Sole years ago, before I started Marketsmith. She was, and still is, I believe one of the driving forces at Smithsonian Magazine. Our introduction was an interesting one. My former employer, a list company, was pitching the Smithsonian list management business and Andrea was suspect. She took a great deal of pride in her organization’s crown jewel, the magazine, and worked to ensure its luster. She believed that the database, in a list management environment, had to serve many masters—generating revenue, assisting the advertising department with valuable insight for advertisers and offsetting list acquisition costs. She insisted a vendor should deliver what was promised.

Needless to say she was right and we connected instantly.

Andrea is not a typical publisher, nor a typical nonprofit executive; she is a master at blending the best of both worlds. She runs her business with a goal in mind. She is focused, determined, fair and dead honest (watch out!). It is that honesty that has been a light during my darkest days and an additional confirmation when things are going great, as well as everything in between. To listen, to learn, to lead and to lean on, she’s a smart marketer and a great friend.

Finally she is an individual who understands all sides of the paradigm in marketing and works hard to see things through. She is extraordinarily committed to customer service. Every Smithsonian subscriber counts; no one gets left behind on her watch.

She is an individual whose views are worldly and who acts locally. I think she is the best and it is not only an honor to have her here today but, to call her a very close friend and important colleague on my journey. Thanks for crossing paths with me. Let’s begin.

1. MCS: I have about 100 questions to ask you on the record, but I am going to try to focus myself. Is there light at the end of the tunnel for the publishing world or are publishers facing a new technological and economic reality in this market, and you all have to deal with it?

   AS: Wow Monica, thank you for that glowing introduction. And, thank you for including me in such an esteemed group of professionals. I certainly hope my answers live up to your praise!

   There’s always light at the end of the tunnel. However, it’s true that publishers face difficult challenges. New technology usually helps us enhance our product and the way we deliver it. We’re embarking on some exciting new technology at our bindery that will benefit both the magazine and our members. That’s a win-win. Of course the economic realities are sobering and, not just for magazine publishers. The escalating costs of paper and postage are a real hurdle. Additionally, I doubt that the recent breeches in security, at data providers, will instill much confidence in consumers.

2. MCS: I know your organization uses vendors in the direct marketing industry as well as outside the industry. How do direct marketers stack up—are we adding value? Do we get it or could we do better at servicing you as marketers?

   AS: If I can branch out, beyond just direct marketers, I’d say that what distinguishes one vendor from another is whether or not they’re my partner. We’re lucky, at Smithsonian, to have teamed up with such vendor/partners. Whether it’s our fulfillment house, list manger, data provider, or printer, we’re extremely fortunate to work with the people we have on board. Monica, you know what I’m talking about because you’re always very generous with your time and advice, regardless of whether or not someone is a client. So, I know that when I call our account reps they’re enthusiastic about launching a new project, eager to help me find the smartest and most cost effective solution to a problem and, more often than not, even offering to do some of our work for us. Those vendors not only make it a pleasure to go to work every day, but they help us stay current and they educate us, immeasurably.

   The same goes for direct marketing vendors. Whether the advice is creative or strategic, they often bring with them the newest, freshest ideas. We all want to believe we’re thinking “outside the box” but, with smaller staffs and shrinking budgets, fewer people are asked to tackle more challenges, which doesn’t always leave a lot of time to brainstorm. And sometimes we’re simply too entrenched in the day-to-day for that light bulb to go off. That’s where marketing consultants have proven invaluable.

3. MCS: What is the most exciting publishing model out there today in your mind? What excites you about it? Do you think “O” has changed expectations for publications moving forward—in terms of multi-channel presence, content mix, anything else?

   AS: That’s an excellent question, Monica. Certainly I think magazines like “O” (www.Oprah.com) have have raised the bar for many publishers. Consumers feel connected to Oprah in an almost unprecedented way. It’s quite extraordinary. But, I also think it’s dicey when a franchise is built entirely upon one person.

   I can tell you that the days of simply reeling in a subscriber, and getting them to renew, are long gone. Acquisition costs demand that we involve that customer in as many different facets of the business as possible. That’s why we place such a high importance on customer service. For many people the magazine is their first contact with the Smithsonian. Naturally we hope a positive experience spurs the member to give gift subscriptions, purchase items from our catalog, visit the museums, travel with us and even step up to a higher level of membership.

4. MCS: It seems that crossing generational borders is one of the major challenges facing nonprofits these days. Would you agree? Which organizations do you think currently are successfully overcoming that obstacle? One that seemed effective to me is the Lance Armstrong Foundation (www.lancearmstronfoundation.org).

   AS: You’re right about the Lance Armstrong Foundation. The wrist bands were a stroke of genius that I see other charities copying. Some of the others that quickly come to mind are the Revlon Run/Walk for Women (www.revlonrunwalk.com), the Susan G. Komen Breast Cancer Foundation (www.komen.org), and the Michael J. Fox Foundation for Parkinson’s Research (www.michaeljfox.org).

5. MCS: Smithsonian’s list rental business remains healthy and has been relatively unscathed by economic declines. What’s your secret (and kudos to the Lake Group, www.lakegroupmedia.com)?

   AS: I wish I could tell you that we have some great secret weapon. It all boils down to lots of hard work. First, and foremost, we have a fantastic sales team. Everyone, from our account rep to the customer service representatives, works hard to secure every order. Secondly, we’re very proactive in terms of targeted promotions. Each month we try and highlight a different product or zero in on a specific category. We’ve also worked hard to expand into categories not traditionally known to mail magazine files. In an industry that’s still largely relationship-driven, I try and go on as many broker visits as possible. And, we want our customers to be familiar with the magazine, so we include brokers/mailers on the comp list. Lastly, I think we have a great product.

6. MCS: Living and working in NYC, what new marketing tactic has gotten your attention and share of wallet recently? Who’s got your attention and why? We have been having a lot of fun at our house with DVD’s through the mail (www.blockbuster.com and www.netflix.com).

   AS: Well, you know there are cobwebs growing in my wallet! Some things have gotten negative attention from me; like the day, last Fall, I came home to 22 catalogs. Not catalogs from 22 different companies, but two and three from the same cataloger.

   I guess I’m more struck by the companies I haven’t heard from. For instance, Whole Foods (www.wholefoods.com) just opened in my neighborhood and it’s the best kept secret in town. This, in a community that has long bought its fresh produce, right across the street, at the Union Square Farmer’s Market.

   I’m surprised that, when I purchase tickets with a credit card, my local movie theaters don’t capture my info and send me an offer. Restaurant marketing is limited to menus on doorsteps. I see businesses open and close, constantly, in New York. For most, I think it’s simply a matter of not getting the word out before their start-up capitol has been exhausted. The one business I hear from most frequently is the dry cleaner, which may explain how the neighborhood can support five in one square block! The group that does the best job is the cultural arts. The mailings/offers I receive, from Lincoln Center to off-Broadway theaters (and everything in between), are timely and always welcome.

7. MCS: In thinking about industries that could benefit from multi-channel marketing, restaurants and retirement homes come to my mind. What industry(ies) do you think is(are) missing the direct market influence?

   AS: For me, personally, I think the travel industry has missed the boat (no pun intended). Travel is something I enjoy and spend a fair amount of money on, yet there’s no competition for my travel dollar. The other group that comes to mind is the automobile industry. Having recently been to the car show, I’m reminded of how little attention auto makers pay to women.

8. MCS: You and I share a compassion for homeless animals. How do you think the animal societies do at marketing themselves? What could they do better?

   AS: I’m sure many could do a better job. However, I don’t envy these groups. I think they’re between a rock and a hard place. Many operate on shoestring budgets. If the money goes towards marketing, will there be enough left over for food and veterinary care? Yet if they don’t promote themselves, how will anyone know about all the great animals deserving of permanent homes? Again, not an enviable position to be in.

9. MCS: Wrapping up, someone called me last week and asked “Is the book by mail business dead or alive?” I answered alive, but you need a strong stomach and a great analyst. What would you say?

   AS: Dead? No, but I certainly think it’s been dealt a blow by Amazon (www.amazon.com) and BarnesandNoble.com. The selection is endless, the books are discounted, delivery is quick (and in some cases, free) and the customer service is very good. And, speaking again of Oprah, I wouldn’t be surprised if her book club lured many of these customers away.

   Monica, thank you for your friendship and thanks again for the opportunity to share my opinions.

   MCS: This was great! Again, thanks for everything.

You can learn more about Andrea Sole and Smithsonian Magazine at www.smithsonianmag.com and Air & Space Magazine at www.airspacemag.com.

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