From direct marketing tool to digital niche product: a Reader’s Digest Sweepstakes case study

Date created: 
Magazine publishing – online
Direct marketing
Market research
Digital product development
Magazines – case studies
Technology – social media applications

This report explores how Reader’s Digest Canada’s digital strategies are used within an existing brand framework to adapt to a diverse and changing media landscape. Using a case study of a direct marketing effort, the RD Sweepstakes (Sweeps), the effects of digitization on the development of new business opportunities are explored. With direct marketing practices following a digital trajectory (in response to audience migration to online platforms), the Sweeps has gradually carved out a niche of its own. This report reaffirms the marketing function of the Sweeps as well as argues that the Sweeps is a vertical capable of generating its own direct revenue. By citing market research and beta testing in the United States and Canada, two monetization models for a stand-alone Sweeps product are considered. Conclusions are drawn that demonstrate the viability of a Sweeps mobile application while taking heed of legal implications, market context, and overall brand equity.

Document type: 
Graduating extended essay / Research project
Copyright remains with the author. The author granted permission for the file to be printed and for the text to be copied and pasted.
Rowland Lorimer
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.