Advertising Sales
Problem: An association representing the forestry profession had outsourced advertising sales for its flagship magazine to an advertising sales representation firm. Results from this arrangement were disappointing, with annual revenue of less than $36,000.
Solution: Mr. Casey terminated the arrangement and oversaw in-house management of the sales program. He developed a professional media kit, identified the key advertising decision makers for every major company in the industry, conducted a survey identifying association members’ purchasing power, revised the rates to be competive with competing publications, and began a systematic campaign of reaching out to advertising prospects to tell the publication’s great story.
Outcome: Advertising sales increased tenfold to more than $400,000 annually within three years, enabling the magazine to cover the entire costs for printing and mailing.
Case Studies
