Controlled circulation reader acquisitions and renewals

For the last 18 years Ant Marketing has been providing outbound and inbound controlled circulation generation for the UK’s leading weekly information technology publication. We have been responsible for contacting via telephone, current and lapsed subscribers to the publication across the UK, to renew subscriptions. We are also responsible for building up the client’s readership by contacting potential new readers of the publication. We have maintained our relationship for many years because we are committed to meeting the client’s requirements. We constantly strive to add value by suggesting enhancements to the projects and we provide a whole host of management information on a daily, weekly and monthly basis so that the client is constantly informed of our activity. Ant Marketing provides a dedicated and experienced team for this client, many of whom have worked with Ant Marketing for several years, enabling us to complete registrations to a high standard. As controlled circulation is an area that Ant Marketing specialises in, we are fully aware of all audit requirements and profile audits, clients’ direct marketing needs and also the high-quality requirements of the campaigns. We also complete a range of related campaigns that look at other areas of the client database. We conduct list builds and cleanses, email collection and any other client requirements. Due to our ongoing success, we now handle all the controlled circulation telephone registrations for this project.


- Re-register or generate new readers from a business audience, meeting all terms of control.

- Meet the target number of readers required, within timescales set.

- Meet all audit requirements.

- Provide a high conversion rate from the campaign data.

- Generate a high-quality database for both re-contact and direct marketing activity.

- Increase the awareness of the publication and the publishing company.


- To ensure each of the registrations are of high quality.

- To deliver completed registration to the fulfilment team on a regular basis.

- To ensure the highest level of product knowledge.


Ensuring the team is fully briefed on each project.

Agreeing and adhering to predetermined criteria for a completed registration.

Utilising a robust quality control procedure that ensures contact demographics are accurate.

Utilising a robust internal audit procedure that ensures all external audit requirements are met.

Agreeing and adhering to delivery schedules with the fulfilment house.

Providing extensive initial and ongoing training.

Creating a dedicated team for the project (5 to 35 operatives).

Undertaking ongoing product knowledge assessment (independent of operations, every month Ant Marketing’s Training Division makes an assessment of each operative and, dependent upon the results, provides additional training).

On a daily/weekly basis, Ant Marketing delivers robust reporting, which consistently measures against the key performance indicators and an agreed service level.