Publication: Chemical & Engineering News (C&EN) The flagship newsmagazine of the worlds largest scientific society
Objective: Increase subscription and renewal rates.
Background: The American Chemical Society (ACS) has a membership of over 160,000 scientists in 136 countries around the world. The vast majority subscribe to its newsmagazine, C&EN, which was delivered by mail weekly, even to members in the Societys fastest geographic area of growth, Asia and Europe.
Challenge: The postage surcharge to deliver the magazine internationally was exorbitant, and the delay in delivery often left international members reading old news. ACS needed to find a faster, cheaper way to deliver the magazine so that members would continue to see the value in subscribing and perceive that the Society was equally committed to serving them.
Solution: ACS offered international members the option to receive the publication digitally and deduct $58 in shipping costs from the subscription rate.
Result: Within three months of the digital edition launch, 40% of international subscribers had opted to receive the magazine digitally.
Comments
Reader: "I was very surprised at the quality of the digital magazine when I received it," Klaus Werner of Berlin. "I thought it might be hard to read, but it looks just like the print version. I still read it cover-to-cover, and I sometimes print out sections and take them with me to read elsewhere. It's very convenient."
Publisher: "We're very pleased with the initial response to the digital edition and see it as a real tool for growth in the future," commented Elise Swinehart, assistant director of marketing and exhibits, C&EN. "Many of the members have mentioned they appreciate that it is a green solution, and domestic members have begun to request it. We plan to expand the program in 2009."
