Case Study: Using Reading Room

Technology To Increase Sales

Throughout March and April 2020, music

magazine The Wire used Exact Editions' Reading

Room technology to share time-limited access to

the complete digital archive.

Usage and sales of the digital edition were

boosted in the weeks that followed.

This case study will showcase the key factors

that led to the success of the marketing

campaign including:

- Frequent social media marketing

- Engagement of press outlets

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Execution - Social Media Marketing

The Wire generated a week-long Reading Room link on 21st March and posted five tweets

advertising the offer of free access. A second link was created on 8th April and advertised

similarly. Both initial tweets prompted high levels of engagement.

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Execution - Press EngagementExecution - Press Engagement

On 21st March, music industry news website Pitchfork published a story promoting the first

Reading Room link and The Wire's digital shop page.

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Results - Increased Usage

Usage of the Reading Room links increased in the immediate days that followed.

March Reading Room: peak on

21st/22nd March.

April Reading Room (purple line):

peak on 13th April.

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Results - Increased Usage

13th-20th March 21st-28th March 29th-5th April 31st March-7th April 8th-15th April 16th-23rd April

Percentage that page traffic to the digital archive increased during the Reading Room week in

comparison to the previous week:

April Reading Room: 337%March Reading Room: 1600%

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Results - Increased Sales

5th-12th March 13th-20th March 21st-28th March

23rd-30th March 31st March - 7th

April

8th-15th April

March Reading Room Week: 16%

increase on previous week

April Reading Room Week: 50%

increase on previous week

Percentage that sales to the digital archive increased during the Reading Room week in

comparison to the previous week:

Reading Room Week Reading Room Week

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Conclusions

Exact Editions Reading Rooms can aid in:

- Increasing usage of digital archives

- Increasing digital subscriptions

Contributing factors to success are:

- Widespread marketing of the links

across social media channels.

- Industry press engagement to further

spread the reach of the link

Please get in touch at publisher@exacteditions.com if you need any advice

running a Reading Rooms campaign.

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