The Global Financial Crises had delivered The New Zealand Herald “A Perfect Storm”; increasing cancellations, declining acquisitions and falling advertising revenues. This entry describes the pivotal campaign of 2010 that has not only turned around the decline in subscriptions and delivered outstanding increases in both circulation and readership, it also unlocked the previously moribund telemarketing channel and has created a genuine marketing system that will continue to deliver new subscribers into the future.
Using strategic marketing partnerships the campaign generated over 10,000 trial subscriptions to experience home delivery and paid circulation of over 450,000 copies in the process with 1,907 ultimately converting to fully paid subscriptions worth $922,225 p.a. in recurring annual subscription revenue. The conversion rate of trial subscriptions to paid was 23.5%!