Optimized Digital Advertising Strategy for Publishing

SOLUTION

Commercial Strategy

SERVICE

Digital Consultancy

VERTICAL

Publishing

THE CLIENT:

Print & Digital Publishing Giant

Time Inc. is one of the largest branded media companies in the world. They oversee more than 50 titles across print, radio, and online platforms in some of the most competitive sectors, including fashion, entertainment, and leisure. Offering premium content in both the print and digital space has put Time Inc. UK in a particularly competitive part of the market.

THE CHALLENGE:

Shifting Gears

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 digital advertising strategy and pinpoint specific areas where they could improve digital performance and increase efficiency.

THE SOLUTION:

An Immersive 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 inform and disseminate a new culture, organizational structure, and ad proposition, among other things.

THE IMPACT:

New Revenue Streams

Our 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."

Board Director

Time Inc. UK

Time Inc. UK

A digital-centric approach boosts revenue across the board

SOLUTION

SERVICE

VERTICAL

THE CLIENT:

Print & Digital Publishing Giant

THE CHALLENGE:

Shifting Gears

THE SOLUTION:

An Immersive Experience

THE IMPACT:

Digital challenge?

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