Central New York Business Journal
The Best Source of Business News
The Central New York, Mohawk Valley, and Southern Tier Business Journals, headquartered in Syracuse, N.Y., are the only print- and digital-news services in the region that focus exclusively on business news and information. The company also creates, produces, and promotes business events.
Industry
Publisher
Digital Media
Newspaper
Techniques
Social-Media Advertising
Retargeting
PPC
THE PROBLEM
In the digital age, multiple news entities have popped up promoting “news” which is aggregated but not sourced or verified, confusing the area’s business owners and managers who represent the Business Journal’s traditional audience. The confusion had created a loss of paid subscribers. The Business Journal tasked Digital Reach Platform (DRP) with creating and implementing a brand-awareness campaign designed to differentiate the company from the competition and increase paid subscriptions.
THE SOLUTION
DRP surveyed former and current subscribers as well as those who had never subscribed in order to understand what was important to the readers in terms of content and delivery. DRP then developed a digital marketing strategy focused on utilizing Facebook and Instagram advertising, along with retargeting ads and pay-per-click.
THE RESULT
The campaign increased the Business Journal’s paid subscriptions by 14 percent, a return on its investment of 374 percent. The brand awareness component netted the following results: a 99-percent increase in Facebook followers and a 127-percent increase in Instagram followers.