Traffic World Subscriber Acquisition Direct Mail Test

Traffic World, "The Logistics News Weekly," is a paid subscription magazine serving the supply chain management needs of the North American transportation industry. Experienced logistics managers rely on it as their primary information source for planning and implementing real-world logistics strategies.

In order to attract and retain new subscribers in a highly competitive marketplace, the publisher, Commonwealth Business Media, overhauled the editorial content and design/layout of the publication and asked us to help them re-launch it cost-effectively.

The primary objective was to generate new subscribers to Traffic World by selling the features, benefits, and combined value of both the print edition and the online edition – that's available free with a paid subscription. The online edition offers unduplicated news and content that is updated up to 10 time per day.

To accomplish this, we developed creative strategies designed to leverage the breadth of timely and accurate information provided in the publication, plus the unparalleled experience and insight of the editorial staff that far exceeded the competition to establish the price/value relationship.

We then converted that strategic thinking into themed direct mail creative concepts that played to the strengths of both the print and online editions. This included the use of subscriber testimonials – along with new pricing strategies for testing – to establish benchmark controls against which all future direct mail activity would be measured.