Utilizing Social Media and Marketing Partnerships to Increase Subscriptions and Revenue
BACKGROUND: The Paris Review was looking for a new digital initiative throughout the summer, which is the slowest season of the year for subscriptions. As a result, the Paris Review decided to try a completely new marketing initiative and partnered with Europe’s most-read fortnightly review: The London Review of Books.
CHALLENGES: The summer is usually a slow season for subscriptions to the Paris Review as quarterly magazines are between spring and autumn direct mailing campaigns, and Christmas subscriptions of the previous year have dropped off.
CAMPAIGN: A bundle print subscription of the Paris Review and the London Review of Books, and a social media campaign with the # readeverywhere hashtag and a social-based contest inviting readers of both titles to share photos of themselves reading the magazines on their summer holidays, with the winning photo entry awarded a gift package.