Direct Mail Company's IN publication repositioned and expanded online
Despite a considerable circulation of 1.4 million copies and 880,000 regular readers throughout Switzerland, the medium has so far lacked a clear positioning. After a difficult 2017, DMC wants to increase sales with a cross-media realignment.
"A survey last spring showed that the publication is not clearly positioned in the market and that a sharper profile is needed," says Head of Marketing Matthias Schlatter, explaining the changes to the carrier medium for unaddressed direct mail. "We will therefore reposition 'IN' from March as a cross-media consumer guide in both print and online and launch it on the market."
New online platform with more content
In addition to the focus on consumption and a new layout, the in-online.ch website is also being launched at the same time. "Although we haven't increased the number of pages in IN, the new layout combined with the new website offers more space for content," explains Schlatter.
Print and online are linked by continuing and expanding on the texts from the "IN" publication on the web. Readers will find advice and tips on the following 6 topics: Home & Garden, Vitality & Health, Mobility & Travel, Food & Drink, Leisure & Sport and Fashion & Beauty. "Market research has clearly shown that readers are willing to receive more content on the topic of consumption," says Matthias Schlatter, explaining this step. At the same time, the topic is an ideal link and enhancement to the enclosed printed advertising material.
The expectation behind the innovations is that "IN" will reach more readers overall and at the same time transfer them to the online world
Increased reach thanks to cross-media advertising opportunities
For the advertising market, the digital expansion means not only a broader target audience and new readers from the web, but also new cross-media advertising opportunities, which the Direct Mail Company hopes will attract new customers.
The future, clearer positioning as a consumer rate provider and cross-media advertising platform should also have an impact on the revenue side: "With new forms of offerings such as coupons, native advertising, displays, etc., we offer a colorful mix of options that will hopefully also take us a step further in terms of revenue," concludes Matthias Schlatter.
