Crisis has struck the press in marketing and communication. When PUB, MM’s main competitor,

had to close the doors, Media Marketing became the only player on the market. Yet Media Marketing is also in trouble. The number of subscriptions continues to decline. Also subscriptions within agencies are often shared. A company buys 1 or 2 subscriptions but shares the data and login with everyone working in the company. The main goal of Media Marketing is to sell to new subscriptions. We would not only ensure that existing subscribers keep their subscriptions but also recruit new subscribers.

In order to reaffirm the importance of MM, we spread the message to all the agencies, creatives and advertisers. Having a small budget, we had to find an effective way to reach these people. We had the idea of using one of their daily tasks, namely the recording of radio spots. We worked with 5 radio studios. We attached our message to each recorded radio spot: "If MM did not exist, you should add a copyright notice at the end of this spot that says: “this spot was written and designed by the creative team consisting of xx and xx, under the creative direction of xx, in studio xx. The advertiser is xx”. The radio studios sent the spot, with our message attached to it, to the radio producer, who transmitted it to the creatives, who forwarded it to the accounts, who finally passed it on to their clients.

Currently, we have already reached 15 agencies, 30 creatives and 19 customers. We’ve collected several spontaneous comments with regard to the campaign of agencies that thought the idea was simple and impactful. The results are impressive knowing that we had no budget for this campaign. We could only rely on the goodwill of the sound studios that immediately wanted to support this action because they are convinced of the relevance of Media Marketing to the market. The aim of the campaign is on the one hand, to reach a maximum of agencies. These first results achieved are not going to stop us. This campaign will continue to run until we’ve reached all agencies in Belgium. As for the impact on sales of subscriptions, the success is unquestionable. In the first quarter, subscription sales have increased with 28% of which 61% are agencies and 27% advertisers.