Print/space advertising

SUMMARY: Testing and optimization can be done incrementally, by testing details on a webpage or email. Or, the approach can be more radical, by creating a distinct treatment from scratch.

This case study offers both, but centers on a product landing page with a dismal conversion rate. The testing team completely rethought the site design and pitted the two pages head-to-head. Find out how this process led to a 400% increase in sales over one year, and a 90% lift in cart conversion.

Steve Parker, VP, Direct Marketing Division, firstSTREET, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. read the complete case study

SUMMARY: Many consumer marketers who engage with potential customers in a print format -- from newspaper ads to menus and brochures -- seek to drive that audience to the Web for deeper engagement.

One B2C publisher invested in revamping his website, and undertook an aggressive multi-pronged approach for driving traffic from the print publication to the new site. Find out what tactics he used to achieve this goal, and what efforts were most successful. read the complete article

SUMMARY: "Total magazine rate-card-reported advertising revenue for full-year 2008 closed at $23,652,018,533, posting a 7.8% decline against the previous year." "A total of 220,813 advertising pages were generated throughout the year, a drop of 11.7% compared to 2007." "There were 60,814.50 advertising pages counted for the quarter, a decline of 17.1% compared to the same period in 2007." view the complete research record

Good news keeps coming in for companies who are looking for additional venture-capital funding. NewsStand Inc., which delivers digital copies of major print publications such as USA Today, just nailed down $7.2 million from Adams Capital Management, whose partners include the New York Times, one of NewsStand's content partners.

NewsStand said it would use the money for "marketing and sales initiatives" to boost worldwide market penetration and to "perfect its digital reading experience through Web and... read the complete blog post