Raising the Bar and the Bottom Line

The Boston Society of Architects repositions for sales success

Publishing Objectives

• • Increase advertising revenue
• • Bring publication to break-even within 3–5 years
• • Encourage additional membership revenue through a redesigned publication program

Execution

• • Implemented a thorough advertising market analysis, examining the publication within the context of the competitive environment
• • Conducted qualitative research among current and prospective advertisers
• • Drove a significant marketing push that generated buzz within the professional community

Results

• • Increased advertising revenue an average of 21% in each of the first two years of the new program
• • Increased realized rate per page by an average of 5%
• • Implemented an integrated media sales effort combining online and print advertising sales