Great Lakes Taps Wolf Direct to Build Circulation

Share this article:
Cleveland's Great Lakes Publishing Co. has named Wolf Direct Marketing Cleveland as its agency for prospect direct marketing programs, tasks that previously were handled inhouse.


Wolf is charged with implementing a direct marketing and promotions strategy to boost subscription and newsstand sales for such Great Lakes titles as Cleveland magazine and Ohio magazine.


"It's all to secure more subscribers to support the advertising rate base," said Sylvia Morrison, president of Wolf Direct Marketing in Cleveland. "If you promise your advertisers a certain number of paid subscribers, then you've got to have them."


Morrison said Great Lakes called in her agency for a presentation, which is how the account was bagged. She spent 14 years on Cleveland magazine, from 1974 to 1988.


Wolf now will build circulation through acquisition programs such as direct mail and free-standing inserts in Sunday newspapers; via retention efforts such as testing renewal and invoice series; and through cover wraps.


Great Lakes joins a Wolf Direct Marketing Cleveland portfolio that includes gift products retailer Things Remembered, Little Tikes and the Convention & Visitors Bureau of Greater Cleveland.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.

Big, Bold Moves in the C-Suite

Big, Bold Moves in the C-Suite ...

JCPenney appoints Home Depot's Marvin Ellison as CEO; Harte Hanks and JWT add hitting power to their C-level benches

Campaign Comes to the States

Campaign Comes to the States

DMN's UK-based sister publication launches Campaign US