How CHARLIE Magazine Grew Revenue 650% by Ditching Display Ads
A few years ago Caroline Nuttall, founder of Charleston-based CHARLIE magazine, decided to ditch display advertising in order to capture more revenue. While this may seem counterproductive, Nuttall recognized a significant opportunity in creating custom content and native advertising on behalf of advertisers. She and her team focused on creating original content, like “The Desperate Chef,” a web series sponsored by Le Creuset. This type of content was so unique and engaging that it could stand as its own brand and attract an audience for the advertiser. The custom content approach was much more successful at driving results for the advertiser and more lucrative for Nuttall and her team.
Not only did this strategy drive larger sales deals for CHARLIE, it gave the local magazine access to national advertisers that it could not have sold to using the old rate card approach.
Watch Nuttall’s complete Reboot course here to learn how she implemented this strategic shift and began attracting new business through custom content.
To learn how you can close bigger sales deals like Nuttall, sign up for Reboot: Radically Transforming Media Sales, a high-performance sales workshop that will arm you for success in the modern media world. Reboot will be hosted in NYC on October 6th. Learn more about the event here.