May 16, 2011
Several weeks after introducing a contemporary new design, Vermont Life magazine is changing direction in ancillary revenue generation.
Commissioner Megan Smith of the Vermont Department of Tourism and Marketing announced that Vermont Life has contracted with two Vermont sales and marketing agencies to help implement new sales strategies:
• Hakins LLC of Essex will sell corporate partnerships, print advertising, online promotions and circulation promotions. Hakins LLC also will support Vermont Life’s initiatives in the sales of custom publishing and the magazine’s entry into events and merchandising. Dave Hakins, Chair and CEO of Hakins LLC, will be listed as Director of Advertising, Partnerships & Events.
• Crocodile Studio of Williston will coordinate Vermont Life’s retail catalog, product selections and wholesale functions. Jan Hubbard, owner of Crocodile Studios, will sell Vermont Life’s wholesale products to retailers both in and outside of Vermont.
“Vermont Life needs income to honor its legacy as a quality magazine for readers and advertisers and to fulfill an evolving mission as a reflection of contemporary Vermont. More and more in Gov. Peter Shumlin’s administration, the Vermont Department of Economic Development, Vermont Department of Tourism and Marketing, and other state agencies use Vermont Life as an effective tool to sell the state. Even our colleges and companies tell me they use Vermont Life to encourage out-of-staters to ‘Buy Vermont,’” said Smith.
Steve Cook, publisher of Vermont Life and deputy commissioner of the Vermont Department of Tourism and Marketing, said he has high expectations for Vermont Life’s new corporate partnership opportunities. “In one integrated investment, a business can now buy a print advertising schedule, an online promotion using the prestigious vermontlife.com platform, a four-page custom cover wrapping for several thousand promotional copies of the magazine, a bulk purchase of custom calendars and sponsorship of Vermont Life’s new events,” explained Cook.
The principals of both agencies are familiar with Vermont Life and the Vermont Department of Tourism and Marketing.
Hakins is VDTM’s former Director of Sales & Promotion and served as executive director of the Vermont Convention Bureau. Prior to returning to his native Vermont several years ago, Hakins was vice president of corporate promotion for Chase Manhattan Bank, and CEO of a major event-planning agency for Fortune 100 companies and major league sports organizations. Since 2008, Hakins has been director of business development for The Essex, Vermont’s Culinary Resort & Spa. Hakins will continue to represent The Essex, Spa at The Essex, Cook Academy and Vermont Tennis Vacations.
Jan Lowry Hubbard comes to her new position with a thorough understanding of Vermont Life Magazine and Vermont Life products gained over 20 years of working with the magazine. As Vermont Life’s art director from 1991 to 2010, her designs have won scores of awards from the International Regional Magazine Association and other groups. In addition to her new position, Hubbard designs the annual Vermont Life Artisan catalog and sources new products for it. Hubbard also served as Vermont Life’s interim advertising sales director from 2010 to 2011.
Lawrence Miller, secretary of the Vermont Agency of Commerce and Community Development, helped select the agencies.
“Dave Hakins and Jan Hubbard have exceptional track records, deep and broad professional networks in Vermont and outside the state, live and breathe the values of Vermont Life, and have entrepreneurial instincts I admire,” he said. “We believe they are uniquely qualified to fulfill the high expectations of our readers, advertising partners, legislators and administration leaders.”
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Contact information for Vermont Life’s new agencies:
Director of Advertising, Partnerships & Events
70 Essex Way
Essex, VT 05452
Director of Product Sales
1414 South Brownell Road
Williston, VT 05674
Source: Department of Tourism and Marketing
Last Updated at: May 16, 2011 15:35:12