Case studies

Radio Times

As a time-sensitive weekly title that is distributed regionally, Radio Times places special demands on subscription management.

In the last half of 2005, Dovetail helped Radio Times increase subscription payments by direct debit. We also set up and managed over a thousand marketing campaigns - from traditional page ads and carrier sheets to email campaigns and outbound telemarketing.

Radio Times became the BBC’s fastest growing subscription title - with over 60,000 subscribers (an increase of 65%).

The Magazine Group

As an online subscription portal, The Magazine Group serves major publishers such as IPC, Conde Nast, Reed and the Economist.

Dovetail delivered fulfilment services for all member publishers, including customer service, acknowledgment correspondence and gift processing. By handling the full range of payment schemes – from direct debit to loyalty cards online - Dovetail gives publishers maximum flexibility in offers they can make.

We provided unique URLs offering special rates, and tracked click-throughs and purchases for analysis. We updated prices and terms, and added special offers and new magazines daily to maximise sales.

The Magazine Group increased sales for its members by over 60% during the 2005 pre-Christmas period versus the previous year.