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To provide Advantage Business Media's readers and advertisers with a daily newsletter design and format that is as easy to read on a smartphone as it is on their desktop.
Advantage Business Media has a portfolio of approximately 35 newsletters, serving almost two million readers daily. Most of these were launched after the brands were acquired from Reed Business Information in 2006. As such, they are due for an overhaul.
Since the launch of most of these newsletters, two issues have come up that create risk to future revenues:
• Image blocking: Most of Advantage's newsletters leverage banner advertising (towers and skyscrapers) that wrap the editorial. Image blocking significantly degrades the performance of these campaigns. As image blocking grows, ad campaigns will see an erosion in click-thru metrics. We would like to create new standard ads with both a text component and an image that will be sold together in tandem.
• Mobile device adoption: Readers are ...
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