Editor's comment: A digital offering that's more than the sum of its parts

Editor's comment: Noelle McElhatton
Editor's comment: Noelle McElhatton

The digital revolution has transformed the way the business world consumes content. And as Marketing's audience evolves from reading our exclusive client news and longer-form content on paper only, to online and face-to-face environments also, this presents us with a huge opportunity.

That opportunity lies in underscoring Marketing's USP of being the trade title about brands, for brands, and delivering this content in the way readers want.

For this is a demand-led shift: online readership of the work produced by Marketing's journalists is burgeoning. The success of marketingmagazine.co.uk and our daily bulletin means we reached nearly 170,000 unique browsers a month earlier this year.

As we introduce offline and digital subscriptions, we understand that we have to offer you, our readers, a whole lot more in return.

So a central element of this move is the bundling of our content offering across all platforms, including discounted access to Brand Republic's wide range of brand-led conferences and award ceremonies, together with their unrivalled networking opportunities, in a cost-effective package called the Subscribers Club.

It will also mean boosting our investment, both financial and intellectual, in the online space.

As long as readers want Marketing in print, it will continue in that form. But at the same time we are researching where we can invest even further in Marketing's high-quality online journalism on cutting-edge marketing and technology, must-have data and statistics, as well as revelatory strategic secrets behind brilliant brand success stories.

The changes we have outlined will be evolutionary and involve a metered approach, rather than erecting an 'iron curtain' paywall that surrounds some of our rivals.

Here's what our new subscription policy means for you:

- On marketingmagazine.co.uk and brandrepublic.com, you can view a set number of articles each month at no charge, with more available free if you register. The home page of marketingmagazine.co.uk and brandrepublic.com remain free to view at all times;

- Current paid subscribers of our print product will receive complimentary online access until their subscription expires. At this point, they will be offered subscription to their preferred access level, be it Premium Access, Online Access or Print Access;

- Once the free online access limit has been passed, and for further access to our more specialised content including Marketing's renowned bespoke league tables and special reports, readers will be asked to subscribe to one of three packages;

- Premium Access offers the best value in terms of full access to all Marketing's and Brand Republic's current and archived content, but also valuable membership of our new Subscribers Club.
    
We are confident the model outlined here will mean Marketing delivers on your demand for top-notch journalism about competitive-edge brand strategy as well as access - online, offline and face-to-face - to the marketers steering these strategies.

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