With a career that spans customer service, circulation and audience development, Dow Jones’ Corey Folta brings a creative mindset to problem-solving and a strong belief in transparency and collaboration. He currently serves as an AAM reporting and compliance analyst, where he helps ensure the accuracy and integrity of audience data across Dow Jones’ media brands. He also is a member of AAM’s News Media Working Group.
In this AAM Media Mavens interview, Folta reflects on how the industry has evolved throughout his career, why verified data is essential and the value of industry collaboration.
How did you get started in the industry?
After I graduated college, my next-door neighbor, who was the publisher of Adirondack Life Magazine, needed a circulation assistant. My first responsibility was counting subscription response cards by key code and submitting them to our fulfillment company. From there, I became involved in direct mail, list buying, reporting and eventually newsstand distribution.
How did you choose your career?
While taking a college advertising class, I fell in love with the idea of applying creativity to my work. Though I majored in business, I found that working in circulation allowed me to test new ideas and innovate, which is something that has kept me energized from the start.
Can you share one program you were part of that helped your company achieve its goals?
When I started at Dow Jones in the customer service department, the focus was on helping subscribers with questions, cancellations and delivery issues. During the pandemic, our focus shifted toward delivering a seamless and positive customer experience. We rewrote programs, streamlined procedures and improved education for both staff and subscribers. As a result, subscriber satisfaction improved, and my team received an award for customer excellence.
In what ways has AAM supported Dow Jones?
AAM reporting keeps things honest, which is why I always push to keep those reports in front of our marketing and sales teams. When your numbers are audited, advertisers know they can trust them, which helps us build stronger relationships.
What are you most proud of in your career?
Meeting challenges and finding creative ways to solve them.
If you could give someone starting out in your field one piece of advice, what would it be?
Don’t accept the answer, “We’ve never done it that way before.” Keep believing in yourself and remember — there’s no wrong answer, just maybe one that hasn’t been tried yet.
What one word describes your company?
Forward-thinking.
What do you like to do outside of your career?
I recently got into barn quilt painting and create pieces ranging from 1'x1' to 6'x6'. I also sing in a choir and bike for exercise.
What is one goal you would like to achieve?
I’d like to spend more time at the beach and travel the world.