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Case Study: How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and Collateral

by Nettie Hartsock  |  
July 8, 2008

Company: Weekly Reader
Contact: Tom Fischetti, Circulation Analyst, Weekly Reader; Jay Bower, President, Crossbow Group
Location: Stamford, CT
Industry: Publishing, B2C
Annual revenue: Confidential
Number of employees: 1000

Quick Read:

Weekly Reader, a Stamford, CT- based publisher of materials for elementary and secondary schools, wanted to improve direct mail renewal rates, which had been trending downward.

In the spring of 2005, the company wanted to redesign its renewal direct mail campaign in order to curb the downward trend and hoped to increase the response rate and orders for the fall 2005 school year.

Weekly Reader turned to a local marketing and communications agency, which suggested that changes in copywriting approach and the mailer packaging itself might well do the trick. And—voila!—they did.

The Challenge:

Weekly Reader, which has been publishing educational materials for more than a century (it was founded in 1902), is the leading classroom-periodical publisher, with seven grade-specific editions and serving more than 7 million elementary schoolchildren in 50,000 schools.

The company, which was acquired by Readers Digest in 2007, also publishes branded periodicals and instructional materials, including Career World, Know Your World, and Current Health.

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  • by E. Olsen Tue Jul 8, 2008 via web

    The article never mentioned the target market.
    Who is the customer? Teachers? School children? Their parents? School purchasing managers?

  • by Nettie Hartsock Tue Jul 8, 2008 via web

    Hi Eric,

    They are publisher who sells to schools directly. The schools purchase the periodicals for use in classrooms, libraries, teacher resource material.

    nettie h.

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