The Paris Review

Utilizing Social Media and Marketing Partnerships to Increase Subscriptions and Revenue


2nd Place Winner in #readeverywhere contest

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.

  • Facebook ads reached over 1 million people with 4,425 clicks
  • On Twitter, #readeverywhere reached 692k accounts and 784k impressions
  • Over 4300 people followed the #readeverywhere Pinterest board
  • 105 entries were submitted to the #readeverywhere contest
  •  London Review of Books site ads displayed over 3 million impressions, with 6,857 clicks
  •  Adwords search and display reached 900k impressions, with 3,523 clicks
  • The New York Public Library “stole” the hashtag in late July, sparking witty twitter exchanges and additional PR
  • The campaign generated 1,170 new worldwide subscriptions with a total additional revenue of $42,000

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