Finland Pauli Leimio How to grow in a
- Slides: 20
Finland
Pauli Leimio: How to grow in a saturated, competitive market without launching new magazines? Rio De Janeiro, April 2001
Introduction
Introduction
Magazine Country Introduction 100 % • 3 562 periodicals in total • 2 826 using post delivery
Guts Finns as Target Group Guts Sports & Gambling
Finns as Target Group
Finns as Target Group
The Dilemma of Growth 3 The dilemma of • Three alternative ways:
Growth | First way: Developing Subscription sales 1. Developing Subscription sales: Areas: North America Sweden Finland
Growth | First way: Developing Subscription sales 1. Developing Subscription sales: You need: • • Effective information systems Customer addresses Look after the subsribers Follow their movements You get: • Information directly You create: • Competitive advantage
Growth | First way: Developing Subscription sales Results: • Subscription sales form 75 % of total sales. • This has become the main source of sales income. • Automatic renewals make more than 50 % of subscription sales. • Our customer data base consists of 4 million customers. • We have penetration of 80 % of all Finnish households.
Growth | Second way: Utilizing Magazine Contents 2. Utilizing Magazine Contents • • • Books Internet services TV series We Parents Magazine: • 49 individual programs in two years
Growth | Second way: Utilizing Magazine Contents Results: • The magazine Kaksplus (We Parents) reinforced its position as market leader. • The number of readers rose by 8 % for the first year and 13 % for the second.
Growth | Third way: Web Utilization 3. Web Utilization TM Magazine: • • Leading motoring and technology magazine in Finland Car tests carried out in arctic conditions
Growth | Third way: Web Utilization 3. Web Utilization TM Magazine: • Two-tier web system • Guest area • Renewal Subscriber area Guest area
Growth | Third way: Web Utilization 3. Web Utilization TM Magazine: • Two-tier web system • Guest area • Renewal Subscriber area PDF
Growth | Third way: Web Utilization Results: • The automatic renewal subscriber base for TM Magazine grew by 9 % thanks to the new service. • Circulation has increased by 10. 6 % during the past two years.
Conclusions: • Organic growth possible (even in extremely competitive market). • Service offered to be linked to core business. • Publisher’s position reinforced.
