Harper's is a monthly magazine for well-educated, socially concerned readers who value ideas and good writing. Founded in June 1850, Harper's informs and entertains readers across a whole spectrum of political, literary, cultural and scientific affairs.
The existing promotion has been the control for 20 years. Despite its success, it had begun to look dated.
The marketing team wanted a new package that would appeal to both the older core audience and a younger audience of computer-literate readers. Sales copy about the just-launched Harper's website would be a critical part of the new promotion.
Through testing, the marketing team had learned what innovations worked and what didn't. We suggested a two-part strategy:
We developed a new vision of the contemporary Harper's reader to appeal to both demographic groups.
Instead of starting from scratch, we suggested re-imagining the working elements: keeping or re-interpreting the successful package features, but giving them a twist.
The keys to success:
COPY Robert Lerose / DESIGN Wm. Fridrich Direct