Overall response rate -19.37%, (best performing cell -22.6%)Penetration - up by 55%.

Introduced new readers - 10% of all non-users mailed tried the Radio TimesHabit formed! Post-campaign purchase frequency rose by 77%.Including a proven ‘halo’ effect of one issue bought at full price for every two vouchers redeemed, the mailing directly accounted for a stunning 235,314 incremental copies of Radio Times sold over a 16 week period.Payback (profit of incentivised sales and increased frequency of purchase post -campaign minus all costs) forecasted within 18 months – halving the target time of 36 months