Future is outsourcing its data functions as it expands with the acquisition of 38 magazines from Highbury House and a number of magazine launches planned for this year.
Magazine publishers are focusing their attention on subscriptions as their newsstand distribution model comes under threat. The Office of Fair Trading looks set to rule that the current arrangements guaranteeing universal magazine distribution are unlawful and could be challenged under European competition law.
Future will have full access to the data and to data analytics software Viper from its Bath offices, while Broadsystem will manage the back-end processes.
Caroline Worboys, managing director of Broadsystem, said: "This is a great opportunity to look at how Future can make the most of its data -- not only for subscriptions but also to generate ad revenue and increase take-up of reader offers."
Richard Walker, business services controller at Future, added: "We chose Broadsystem because it has an intelligent approach to data -- it is looking at how best to solve the specific problems that we have, rather than taking a one-size-fits-all approach."
Broadsystem, a subsidiary of News International, has provided services including IVR and SMS interactivity to other magazine publishers such as The National Magazine Company and IPC Media.
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