Client: Northwest Airlines

Publication: WorldTraveler  magazine

Challenge: Northwest Airlines' in-flight magazine was struggling in the hands of another publisher. Design had grown tired and inconsistent with the airline's brand, content was not resonating with readers, and ad sales were down due to a poorly managed sales force. Readership had dropped 25 percent, and ad sales weren't far behind.

Solution: MSP Custom Content updated the publication's design to match the airline's clean and contemporary brand image. Tapping into our network of freelance writers, we assembled a content package that offered consistent sizzle. And we reinvigorated the sales team: Under-performers were let go, and a team atmosphere was fostered by a publisher brought on to sell NWA's home territory while managing the regional sales reps.

Results: According to Mediamark Research Inc., in our first nine months on the job, we increased readership by 35 percent. Adding 500,000 new readers is equivalent to tapping the entire population of Denver, Colorado. At the same time, the sales team, now working as an enthusiastic unit, increased sales 35 percent—an addition of more than $1 million in revenue to the bottom line.

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