Client Need: Advertising sales can be difficult when the turf gets crowded with competitors. While Outside had healthy circulation growth, its ad sales had begun to slip to Men’s Journal, which attacked Outside for being too extreme and not relevant to readers.
Solution: Outside considers itself “unique and distinctively different” and it is. Its (experiential, participatory) point-of-difference is its strength. BrandWerks’ John Recca conducted an equity assesment and found that loyalty does in fact have its rewards. Outside’s readership has higher income. This means premium purchasing power; simply a better choice for advertisers. John then developed a sales presentation highlighting the magazine’s benefits as well as a sales strategy for targeting Men’s Journal. The result: increased ad pages/sales revenue.