Great Lakes Taps Wolf Direct to Build Circulation

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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.

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