published on November 26, 2014 - 11:54 PM
Written by The Business Journal Staff

Kelly Vucovich, Principle

SubDirect, LLC

What we do:  

We work with print and digital publishers to develop marketing programs to grow circulation, engage audiences and build brands.


Education:  Attended CSUF

Age:  54

Family:  Husband – Stephen, daughter – Dr. Stephanie Cholakian and husband Adam Cholakian and grandson Mark.

Kelly, tell us a little about your career path that lead to your founding of SubDirect:  

My father worked for LOOK Magazine in the late ‘60s and early ‘70s, then started his own company that marketed magazines. I began my career working for him part-time, after school answering phones and sorting address changes. I loved the magazine business from day one and grew through the ranks.  

What kinds of clients do you serve and where are they located, Kelly?

Our clients are publishers such as American Media, Bonnier Corporation, Conde Nast, Hearst Corporation, Meredith, Time Inc. and Wenner. We also partner with companies such as Intelligent Beauty, Love with Food, DermStore and Susan G. Komen for the Cure.

You have undoubtedly seen many changes to the publishing industry. What is your take on its current state, Kelly?

Publishing is and always has been exciting and evolving. The advent of tablets such as Kindle and the iPad have created an evolution for print that we’re thrilled about. We don’t view digital as separate from print, but just another form of brand extension.

What’s in store for the future of publishing, Kelly?

I believe we’ll see more emphasis on the breaking apart of traditional print magazine content and pushing it through the mobile space as a piece-by-piece consumption and transaction.

SubDirect is a major national player in its industry, but may fly under the radar locally. Are people surprised when they learn that SubDirect is located here?

It’s amazing to have conversations with people I meet at the coffee shop or networking functions throughout the city who have no idea what we do, let alone have never heard of us. Once I explain things, they seem to get intrigued with the idea that something so unique can exist in our little neck of the woods. It makes me proud to have built something like that.

How do you feel about Fresno’s emergence as a technology center, Kelly?

I’m thrilled with all of the talent that is being generated by Fresno in the tech space. It’s an aspect of business that forms one of the cornerstones of a successful company and to be able to tap into that right in your own backyard is a huge advantage when dealing with competition elsewhere in the country.

What was the best advice you ever received, Kelly?

Desire beats talent all the time.

What are your roots in the Central Valley, Kelly?

Our family moved here from Iowa in 1975 after our parents visited – we fell in love immediately. The people and community are wonderful and this is now our home.

What was your very first job and what did you learn from it, Kelly?

I cleaned the office. It wasn’t what I learned as much as what I felt — a sense of accomplishment and autonomy. I also knew if I didn’t want to have that job for the rest of my life, I had to work hard to prove myself to others.


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