Marketing readers react to Globe Unlimited’s introduction

On the heels of news that yet another major Canadian newspaper is changing its online model comes results from our informal online reader poll. We asked what the marketing community thought of the communication strategy for Globe Unlimited, The Globe and Mail‘s newly launched online subscription service that will cost 99¢ for the first month […]

On the heels of news that yet another major Canadian newspaper is changing its online model comes results from our informal online reader poll.

We asked what the marketing community thought of the communication strategy for Globe Unlimited, The Globe and Mail‘s newly launched online subscription service that will cost 99¢ for the first month with a subsequent cost of $19.99 every month thereafter.

To spread the word among current and prospective readers, the Globe launched a special online hub of information about the service that included interviews with key editors, how-to videos and a letter from the publisher.

Here’s how Marketing readers rated the effort:

“Will Globe Unlimited’s marketing successfully promote the new online subscription service?”
• Yes. It does a good job of explaining the product and makes it attractive – 42%
• Bad marketing. Bad product. Bad results to come – 29%
• It’s a sound approach, but won’t convince skeptics of Unlimited’s value – 23%
• No. Wrong approach, but the product will do fine anyway – 6%

Uncategorized Articles

AOL Canada wants to hear from you about programmatic

SPONSORED: Take a five-minute survey for exclusive insights

Rocket Fuel dares marketers to take ‘The Quality Challenge’

Challenge coincides with the launch of the company's free fraud detection package

Is GirlsInYogaPants.com truly safe for your brand?

SPONSORED: Ray Philipose reviews the subjective nature of brand safety

Holiday SEM tips

Expert advice on how to get the most out of the season

Digital Acculturation

Insights into how brands can connect with new Canadians

How to leverage video content marketing without breaking the bank

SPONSORED: Adopt an integrated approach to content marketing, for a start

Good decisions aren’t made on bad data

SPONSORED: Here's how the MRIA makes sure your market research partners are giving you the goods