The Pohly Company

Objectives

• Increase advertising revenue to deliver on profitability goals
• Reposition publication to take full advantage of key advertising categories
• Generate additional interest in DMA interactive programs, conferences, and exhibits

Create

• Developed a video to be used to promote the publication at the Direct Marketing Association’s annual show in Chicago
• Performed extensive market analysis to  identify most lucrative advertising categories and increase DMA’s market share among them
• Integrated content that appealed to senior executive readers (decision makers of greatest value to advertising base)
• Increased publication from quarterly to monthly by offering higher, better-substantiated circulation

Market & Monetize

• Developed new revenue generation strategies designed to move program to profitability within three years of embarking on the expansion plan
• Created dynamic integrated marketing program to reach DMA audiences beyond the publication
• Developed print and online media kit and e-mail blasts to promote publication to prospective advertisers