Former adverts simply requested readers to recommend the FINANCIAL TIMES Deutschland to new readers. Our idea: choosing keywords taken from the business terminology as headlines. They are well known by our target group and added a degree of sophistication to the advert. Formats and sizes remained the same as those of former adverts to allow a comparison to past performence.

The success of our two adverts was more than satisfying. The idea of using the same offer, the same format, the same bonus gifts combined with a request much more attractive to our target group was crowned with success. The result was a subscription increase up to 21%.