Journal of American Society of Mass Spectrometry
Official Journal of American Society of Mass Spectrometry
Ad Sales have fallen significantly since 2008, and their subscriber and reprint
revenue was also slipping. The society knew their market was strong but needed a
solid plan and excellent partners to re-grow their ad sales and reenergize their content generated revenues.
To develop a plan that would grow their advertising sales to new heights, while at the same time partner with a new contract publisher to reenergize content so that subscription and reprint revenues would grow.
We partnered with one of our existing contract publishers and put on a dual presentation to the society. The contract publisher presented for the subscription, content and reprints portion, and LMG presented for the ad sales component. For the ad sales side, we provided research of all competitive journals in the market, all advertisers in the market, and ad sales spending and specific journal placements of each. We outlined a detailed and specific plan to attract new advertisers and grow revenues from existing advertisers. The
contract publisher did the same demonstrating how improving the content would grow subscriptions and
Please note that besides the incumbent, there were several other firms invited to present to the society.
In January 2010 LMG was awarded the ad sales contract. In 2010 upon acceptance of the ad sales agreement, annual ad revenues were approximately $380,000. In 2012, revenues grew to $405,000. And in 2013, ad revenues will exceed $495,000. This demonstrates a 25% ad revenue increase over the past two years.
Official blog/website for The American Journal of Bioethics
Stanford Center for Biomedical Ethics
bioethics.net has substantial web traffic numbers in terms of unique visitors, pages views and average time on site -- yet was not able to secure very much advertising on the site
Find the best targeted potential advertisers, and reach out to them describing why an online ad program to the bioethics market
We researched and compiled a contact list of all firms involved in bioethics, as well as all facilities that provide bioethics primary and continuing education programs. We decided that the best way to sell online advertising, is to market online.
We began with a targeted email campaign to all of these firms, and followed up with a phone call to each.
We continued with a consistent online and personal ad sales promotion communication program with the short term goal to get firms to start advertising, and the long term goal to develop solid relationships generating repeat advertising.
We were awarded the contract for bioethic.net in November 2012 with essentially no ad revenue on the site.
As of May 2013 online ad sales are exceeding $65,000 – with advertisers such as Duke University, Columbia University and Seattle Children's Hospital.
Print and online recruitment advertising
Journal of General internal medicine
Official Publication of Society of General Internal Medicine
Competitive internal medicine journals are generating very healthy recruitment ad revenues both in print and online each issue, while JGIM is only generating a couple recruitment ads each issue.
Determine why this is the case, reach out to these recruitment advertisers, and convince them to add
JGIM to their recruitment journal selections
We researched the competing journals and found out that the circulation of many of these journals is near 100,000 reaching all internal medicine disciplines, while JGIM is a highly targeted smaller circulation journal focusing on the training and education of internal medicine physicians. We reached out to every recruitment advertiser in all internal medicine journals, explained the highly targeted niche of JGIM, the lower recruitment ad rates, and that they would be able to target their recruitment efforts specifically to the highly focused candidates they were trying to recruit.
As we identified each recruitment advertiser, we added their contact information to our online and personal CRM database, and reached out to them each month via phone and email contact demonstrating to them that a recruitment program in JGIM will effectively fill their open positions.
While the majority of advertisers in the competitive journals are not targeting the JGIM specific internal medicine training niche, we were still successful in bringing several new recruitment advertisers. In 2005 when we first starting working with JGIM -- recruitment advertising totaled $25,000 for the year. In 2013 print and online recruitment advertising will exceed $90,000.
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