The Birmingham Mail/Midlands Weekly Media faced a daunting challenge in a difficult economic climate. NRS Media was brought in to deliver the AD Impact™ solution and reinvigorate the newspapers’ advertising revenues. With fresh eyes came fresh ideas, and while the expectations of management were set on 10 per cent growth year on year, NRS Media saw far greater opportunities for revenue growth. At the end of the solution implementation, the team had achieved a year-on-year increase of 68 per cent.

The Account Director aimed to excite management about what could be achieved, whilst managing expectations of what the minimum return would be. With every part of the program, the NRS Media team introduced new ideas and methodologies, all the while educating the newspapers’ management and sales force as to the consequences of each action made or not made regarding the program.

The changes implemented included database building by everyone; revised pricing structures and more user-friendly proposals; greater team incentives; longer training sessions and a systematic approach to skills building. The results from AD Impact™ were extraordinary and delivered a result that far exceeded the media company’s expectations.