*TheStreet.com Plans DRTV Push for New Subs

Share this content:
Online business publication TheStreet.com, New York, plans to roll out 30-second and 60-second DRTV spots on national cable stations in February to promote its Web site. The Web publication, which was founded by hedge fund manager and financial columnist Jim Cramer, targets major investment firms and consumers who trade portfolios.


"People around Wall Street know Cramer and the company has built brand awareness in an ad campaign, but now they are going to sell subscriptions directly to consumers," said Adam Batt, media account director for Direct Resources International, New York. "Selling this will be a lot like selling a magazine subscription."


TheStreet.com has quadrupled its subscription base since November of last year and wants to continue that growth.


"We have a well-established brand name and target audience," said Sean McLaughlin, the company's vice president of media relations. "This ad is going to have a stronger call to action."


A subscription costs $9.95 a month or $99.95 a year, with a free 30-day trial period.


"Our product is for the thoughtful investor," said McLaughlin. "Our online format allows us to get our stories online very quickly, and we have very high quality writing that is livelier than other business publications on the Web."


"This is the first DRTV spot for them," Batt said. "It will also be harder to track their results because they only have one 1-800 number and that is a vanity number, but we will be able to see bumps from different cable stations. We have had success with other publications and we do expect the same results here."
Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here