Start with better options.
The primary publication of the American Library Association, CHOICE magazine was founded more than 50 years ago, back when the library was the place to go to find out anything that wasn’t on your bookshelves at home. CHOICE helped librarians curate the flow of ever-fresh new books and periodicals, recommending what reading material was worthwhile.
The internet sent libraries into a downward spiral. With patrons too often content to stop at Wikipedia or just a Google search, what role is left for the librarian?
CHOICE brought on a new editor/publisher who saw the problem as an opportunity, adding digital sources and academic databases to their reviews of book titles, and positioning CHOICE as an ally to librarians at a time when their role was questioned by some patrons, and needed more than ever by those who were grappling with the sea of expanding information sources.
Our job was to help bring the news of the renewed CHOICE to librarians and the academy. We redesigned the CHOICE brand from the ground up, including a new logo and lead message, new website, print and digital media campaign, tradeshow booth, and the magazine itself.
Subscriptions, which had been falling by 20% annually for several years, suddenly turned around, and more than doubled in less than 12 months. In less than a year, website page views went up +350%, sessions +300%, and Choice grew active users by +250%.
