The Pohly Company

The Association of National Advertisers

Objectives

• Build new revenue from existing programs
• Create new revenue opportunities leveraging existing media

Create

• Created a new market position delivered through redesigned sales tools
• Implemented a focused effort to package event sponsorships with print advertising in order to provide advertisers with greater reach and exposure
• Revised the editorial structure to regularly cover the major topics facing marketers, thereby supporting a broader range of advertising categories
• Created new distribution opportunities at events to increase reach and visibility for the publication among key marketing decision makers

Market & Monetize

• Increased print revenue by 18% over prior year in first full year of new program despite a declining market
• Increased sponsorship and event revenue by 21% year-over-year
• Total franchise revenue increased by more than 34%