Delivering Bigger Numbers Every Year

Continental magazine proves the sky’s the limit

Publishing Objectives

• • Update sales strategy and sales tools to support aggressive revenue goals
• • Create a unique, defensible sales position in the inflight magazine market
• • Continue to support Continental Airlines’ content needs for customers and partners

Execution

• • Conducted extensive advertising category analysis in the market
• • Completed detailed competitive analysis to support unique positioning
• • Created more than 20 customer “touchpoint” programs to provide additional selling opportunities for advertisers
• • Developed a complete 3-year business plan prior to rollout of new program

Results

• • Realized a 28% increase in advertising revenue in the first year of the plan and a 39% increase in the second year
• • Sales of integrated marketing programs grew 195% from the first year of plan to the end of third year