January 10, 2003
CW Journal hires new ad representative
Since 1999, the Journal of the Colonial Williamsburg Foundation has focused on internal support for magazine advertisements. That changed recently when Ned Frey began working as an ad representative for the journal. Frey’s mission is to revitalize the publication’s ad program in order to help it become a source of revenue for Colonial Williamsburg. In this way, the magazine eventually should be able to defray most of the costs of publishing and distribution.
Frey comes to Colonial Williamsburg with nearly 30 years of experience in publishing. He also had held various positions ranging from salesperson to advertising director to publisher with McGraw-Hill, International Thompson and Time Inc.
His first efforts on behalf of Colonial Williamsburg have targeted traditional advertisers including the foundation’s hotels, the Shops at Merchants Square, Jamestown-Yorktown Foundation and Busch Gardens. Other potential targets include local real estate developers such as Windsor Meade, established communities such as Kingsmill, the foundation’s extensive roster of licensed manufacturers and additional entities at the local, national and even international level.
Currently, the journal has a quarterly circulation of 125,000 and is sent to all Colonial Williamsburg donors who make an annual gift of $35 or more.
“We expect to implement this new program without affecting the quality of the magazine,” said editor-in-chief Dennis Montgomery. “The journal offers an attractive market for advertisers because our donors, in general, are a promising demographic.”
The biggest challenge will be to develop good working relationships. “Advertisers tend to have short memories and there is an important reintroduction and cultivation process that will have to take place before we can re-establish the journal as a viable outlet,” said Frey.