The task was to present a new marketing concept for both the print and the online edition of a business magazine. It is the official publication of the chamber of commerce “IHK” which is distributed monthly to companies. The magazine had about 30,000 readers. The special challenge was that it had to be financed completely on its own by ads sold over the agency.
A concept for the sale of ads was prepared as well as a detailed calculation of monthly costs for design, production and distribution taking into account the increase of future circulation and the need of additional revenue by ads. An advertorial for special content was created to offer potential clients more possibilities to present not only by ads but also by PR articles.
The pitch was won and the business magazine is now published and financed monthly by our agency. The circulation of the print edition rose from 23,500 to 36,000 copies and the number of readers rose to 50,000. Moreover as a result of our success we are able to create a nationwide campaign for business magazines of all the chambers of commerce in southern Germany.
Agency: Hettenbach – Germany