Nice story from India about power of mobile to support sales of other media (again, power of mobile). Our fave weekly newsmagazine, the Economist, has a small share of India's market. They were looking for innovative ways to generate more sales last year, on a pitifully tiny budget. They went SMS.
The Economist introduced a daily Economist newsflash ad, with a short snippet of news from the current issue or a summary of the headlines etc. Every day at 11 AM. The success rate - phenomenal. They increased India circulation by 39%, they increased subscriptions by 26% and news stand sales by 15%. In one year, using SMS. Pretty good. The story is reported at the Campaign India website.
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