Contest reaches readers, increases subscriptions, decreases churn
Article Abstract:
The Chronicle-Journal of Ontario, Canada, relied on a readership contest to cut down on churn and secure new subscriptions by increasing home delivery. The marketing effort, which was created by its circulation department in May 1997, targeted residents of Thunder Bay port and the nearby trading zone. The 10-week promotion allowed existing and new subscribers to get a shot at becoming "Mortgage Free For A Year" since it was perceived that home mortgages are one of the most common worries of homeowners. Every Friday, weekly prizes would be awarded to a participant drawn at random to keep interest in the promotion high.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1998
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The Courant Trend
Article Abstract:
Hartford Courant of Connecticut introduced in 1997 a redesigned newspaper through an extensive campaign that made use of outdoor, direct, radio and newspaper promotions to ensure that both readers and non-readers are informed of the newspaper's content improvements as well as repackaged elements. The promotion, which used the tag line, "See what's in it for you," was launched six weeks prior to the date of issue of the newly-designed newspaper. The main strategy employed throughout the campaign was to focus on the new design's benefits on the reader such as more news and easier to read.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1998
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A winning outdoor campaign
Article Abstract:
Goteborgs-Posten, one of Scandinavia's largest morning newspapers, has launched an outdoor campaign to increase its communicative results and awareness. The campaign was designed as a giant quiz with questions on posters and provides prizes to entrants who were able to answer at least 10 of the 200 questions. The promotion, which ran for a week, garnered 75% awareness among readers between ages 15 to 75 years old.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2001
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