After one month we got 1560 new subscriptions. Additional to this we were able to gather a new Data Base of 2782 potential clients.

We found a way of showing that we all like gossip, and if we like it, why not get a subscritption to a magazine that provides the best of its kind?

When people called Televisa – TV y Novelas' editor – we turned the typicall waiting music with a recording where you could hear the receptionist have a conversation with someone else, and was telling a big gossip. At the end of this, we would invite people who liked the gossip to get a subscription to the magazine by simply dialing in their phone the number 8.

TVyNovelas is the most important gossip magazine in Colombia, but it has one problem; it doesn’t have many subscriptions. People who read the magazine do so mainly because they find it in waiting rooms, hair dressers, or airports. Those who buy it do so off magazine stands.

For 2013 the magazine wanted to increase the number of annual subscriptions. The main problem with this is that people are not proud of getting a subscription to a gossip magazine.

The communication strategy was based on finding a Direct Media to invite people in an original way to get this subscription.