TV Guide Creates Database Marketing Post
The TV Guide Magazine Group has created a new position, for director of database marketing, and has tapped David Bernard, previously the managing director of FCB Marketing Technologies, to fill it.
Bernard, also named a vice president, will oversee all database marketing activities, including the development of database tools and consumer segmentation strategies, across the company.
Bernard’s mandate includes assembling the organization’s data from several sources–including customer service, payment processing and fulfillment–into a single source, he told DIRECT Newsline.
“It’s something that needs to happen as TV Guide moves from a single- to a multi-product company,” he said. “We need to leverage customer intelligence across all groups.”
He added that the newly created position represents an “excellent opportunity to leverage information.” Bernard mentioned opportunities for targeting and “versioning”–creating different versions of the same issue for different audiences–as added-value propositions that appeal to advertisers.
TV Guide’s Magazine Group includes TV Guide, The Cable Guide and See, a book for DirecTV satellite customers, as well as MMDI, a magazine distribution company.
