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BACKGROUND
The Journal of Commerce began publishing in 1827 and is known as the bible of the maritime industry. To further enhance it's relationship and build a sense of "community" with it's subscriber base, they created a "membership" rather than a basic subscription status.
SOLUTION
GRI developed a direct mail package that consisted of an embossed membership card, a letter and brochure. The package explained the automatic "upgrade" to a membership, and the additional benefits and savings that were included.
RESULTS
Revenues increased from previous years on anscillary products such as directories and conferences, plus online traffic increased as well.
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