Client: National Geographic Society
Copywriter: Liz Murphy
Art Director: Joan Anderson
Client: Radio Times
Agency: Barraclough Hall Woolston Gray
Copywriter: Ruth Blair
Art Director: Duncan Gray
Client: Associated Newspapers
Copywriter: Jeremy Thwaites
Art Director: Rick Smith
The National Geographic Society has been a regular award winner,
returning to take the top spot in this category after an absence of a
year or two.
Membership of the society includes a subscription to National Geographic
Magazine. The current circulation of 330,000 has been built using
classic direct marketing methods. Each year there is a substantial
campaign to recruit a targeted number of new members, at a cost per head
below the first year’s subscription of pounds 21.75.
In 1996, the target was a minimum of 46,615 new members. Direct mail was
used to target 600,000 households drawn from 62 lists. This was
particularly cost-effective, with the cost per order undercutting budget
In addition, five million inserts were distributed in a mix of
publications, including some known to produce consistently good results,
and some test titles. Couponed ads with a total circulation of 22
million, and 1.5 million leaflets distributed door-to-door were further
elements in the campaign.
Orders received were 22% above target, and were achieved within the
For the judges, the entry demonstrated classic direct marketing skills,
harnessed to meet clear-cut objectives.
The Radio Times is a large and complex magazine, and potential buyers
need an extended trial if they are to become regular readers. In the
title’s most successful recruitment campaign so far, packs were devised
for three different target audiences.
Non-readers meeting salary and other criteria received a mini-mag mailer
and five free vouchers. Occasional readers of competing titles were sent
a postcard with five vouchers; while occasional Radio Times readers got
eight half-price vouchers.
Early this year the Daily Mail launched a ten-week collector card
series, Quick Cuisine, in its Saturday Weekend magazine. This provided
an opportunity to target busy, female readers of competitive titles,
with an interest in cooking. Lifestyle databases were used to identify
prospects, who were sent the first cookery card, plus dated vouchers for
the Daily Mail and Mail on Sunday. The campaign achieved the best-ever
take up of free vouchers, with 3% converting to regular orders.