Chicago’s most comprehensive book coverage, including journal and membership.
January 18, 2013Campaign Goal(s):
When Printers Row Journal was introduced as a paid subscription available to Chicago Tribune subscribers, initial results were promising, but then went flat. New pricing tiers were created to expand interest, and a new campaign was needed to bring attention to the new options and to attract new prospects.
Primary Target:
Book lovers ages 35+, high household incomes
Creative Strategy:
Design a multi-platform campaign highlighting individual tiers both together and separately, to emphasize new options.
Marketing pieces maintained and even elevated the elite brand personality. Visually took the focus away from the journal to instead capture the passion of book lovers, and emphasize the user experience in a clean but elegant approach.
Channels Used:
Print, online display, email
Results:
In just the first few weeks, the subscriber base increased by almost 20%
About Printers Row:
Printers Row Journal, offering Chicago’s most comprehensive book coverage with author interviews, book reviews, commentary, and more, is available printed and online. The Journal also can be received as part of a Printers Row Membership, which includes event tickets, discounts, and online forums.
Newspaper Examples
Digital Examples
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Out of Home Examples
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