Midland News Association (MNA) publishes the highest selling regional daily title in the UK. MatchWork has worked with MNA for three years and provides a full job site including the CV matching service.

MNA has been successful in upselling print advertisers to the online platform but wanted to expand its customer base and win new business from recruitment consultancies and agencies which were not placing business. This became a major objective for 2008.

MatchWork worked closely with MNA to launch an online sales project in March 2008. Our support included devising the right package and pricing, training the project team on selling to digital-only customers and dual calling on prospects.

While the campaign is still in its relatively early stages, the initial results have been very encouraging with 180% of revenue target achieved through a solid number of new customers and contract business.

The biggest challenge MNA found was the lack of awareness of their online offering among these new customers. It confirmed that publishers need to move quickly and boldly to win business from the non-print market.

John Russell, head of recruitment advertising at MNA, says “There is no doubt that the online project has vast potential”.

MNA is now assessing the resources which will be allocated to the next stage of this project, but the potential and prospects look very good.

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