Telemarketing has traditionally been seen by publishers as a practical tool to supplement circulation management efforts or satisfy BPA requirements for qualified audiences. As such, these efforts to reach and glean information from subscribers are often regarded more as a “necessary evil” than an opportunity for profit. In fact, the options for monetizing this channel are numerous and, in some cases, quite innovative. 
 
Smart publishers have multiple opportunities to migrate telemarketing from a simple tactical tool to a vibrant and dynamic monetization strategy that works in conjunction with other channels to drive revenue generation. Telemarketing can, for instance, be used as a direct sales channel or means of gaining valuable information that can be sold to third parties. It is also an often-overlooked tool for powering lead generation. While some of these tactics are fairly straightforward to implement and others are more subtle, all require little in the way of additional time or labor.
 
This whitepaper will explore these options, as well as some of the technologies available to enable these programs.