McGraw-Hill Cos.' BusinessWeek chose Crossbow Group LLC, Westport, CT, to handle marketing initiatives as part of an effort to increase the subscription base of the magazine's digital edition.
The agency will create, execute and measure the effectiveness of online acquisition, retention and reactivation campaigns for BusinessWeek Digital Edition. Crossbow is its first agency.
The Digital Edition mirrors the print weekly BusinessWeek in look and editorial content, with automatic online delivery of each issue as the print magazine hits newsstands. BusinessWeek is based in New York.
“The challenge is building the subscriber base beyond the early adopters who are the Digital Edition's current readers,” said Jay Bower, president of Crossbow. “Additionally, we need to 'socialize' this new way of receiving and processing BusinessWeek.”