Optimized Digital Advertising for Print Giant

Time Inc. UK

Print media giant opens up digital revenue streams

SOLUTION

Commercial Strategy

SERVICE

Consultancy

VERTICAL

Publishing

THE CLIENT:

Print publishing giant

Time Inc. UK oversaw more than 50 of the UK’s most-loved brands, including Marie Claire, NME, TV Times, Woman’s Weekly, Horse & Hound, and Country Life and Decanter. The company was also the owner of Marketforce, a leading newstrade sales and distribution company that supported more than 30% of the magazine market by helping them optimize their sales.

THE CHALLENGE:

Convert print revenue to digital

Time Inc. UK wanted to transform its traditional print business into a digitally-centric one. The goal was to focus not only on the product and the advertising proposition, but also culture, technology, data, and organizational structure.

The client enlisted Theorem to provide an optimized digital advertising strategy and pinpoint specific areas where they could improve digital performance and increase efficiency.

THE SOLUTION:

An immersive consultancy experience

Using media–owner benchmark data and market insights, we created a strategy that demonstrated how Time Inc. UK could alter their offerings to match market demand while giving them a head-start on the competition. The solution worked for both the client and the buying market, ensuring successful trading alignment.

During the engagement, our senior consultants worked at the Time Inc. UK offices to help disseminate a new culture, embed a new organizational structure and develop a new ad proposition.

THE IMPACT:

Open new revenue streams

Our optimized digital advertising solution created a new approach to digital and helped the client open up multiple revenue streams—ads, subs, offers, and classified. As a result, Time Inc. UK generated more than £1 million in incremental revenue in just one year.

"Theorem’s expertise and use of tailored bench-marking products has helped our brand understand the key drivers required to enhance our digital sales operation. This has led to a re-structure of our digital advertising teams, prioritization of advertising efforts and the development of new digital advertising products."

Neil Robinson

Board Director

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