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Gale part of Cengage Learning

A leading provider of innovative teaching, learning and research solutions for the academic, professional and library markets worldwide.

CHALLENGE

  • To publicise the launch of The Illustrated London News Historical Archive 1842-2003 – a digitisation project collaboration between Gale, part of Cengage Learning, and The Illustrated London News Ltd. Effectively the ‘TV of its day’, The Illustrated London News provides an unrivalled pictorial chronicle of Britain and the world from the early Victorian era to the late twentieth century.

TACTICS

  • Created launch release and issued under embargo to national media, tailoring it to different correspondents’ areas of specialism focusing on the angles to which the resource relates, including education, media, technology, arts, royal and news.
  • Pitched ILN images as first colour pictures ever printed in British newspaper.
  • Issued launch release to information trades and family/historical consumer titles.
  • Pitched Seth Cayley, Publisher for Media History, Cengage Learning, as an expert on the digitisation of historical newspapers.

RESULTS

  • Over 77 million people had the chance to read about Cengage Learning and The Illustrated London News Historical Archive 1842-2003 as a result of coverage secured for this campaign across national, online, regional and consumer media.
  • Coverage that equates to over £32,000 worth of advertising (AVE: £106,041.25 based on 3x advertising).
  • The integrated marketing communication campaign, of which PR was a core element, generated over 200 visits to the trial site and 50+ active opportunities, including prestigious libraries such Durham University Library and the library at the National Maritime Museum.
  • Number of hits to Cengage Learning’s website peaked during the campaign: website visits increased by 34% in the month of April vs prior month and peaked around release date.
  • At least 50 pieces of coverage were secured including:
    • The Guardian – double page spread equating to £18,000 worth of advertising and reaching 284,514 readers plus 33 million online.
    • Media Guardian Online Picture Gallery - 10 images and captions accredited to ILN/Gale, reaching over 1 million monthly unique visitors.
    • Express.co.uk - featured article with Royal angle and linked to picture gallery containing a rich selection of royal wedding images from the archive, reaching 2 million monthly unique visitors.
    • Print Week - featured news story announcing the launch, including comments from Seth Cayley and a web link. Circulation: 12,518 plus 100,973 online unique visitors.
    • NewsStatesman.com - 150,000 unique visitors. 
    • The Week – circulation: 169,690.
    • BBC Who Do You Think You Are? Magazine – 20,266 readers plus 4,000 online unique visitors.
    • Iwr.co.uk - one of Europe's leading news sources for the information industry.
    • V3.co.uk - flagship IT news and information website reaching more than 1 million business and technology professionals.
    • Your Family History Magazine - Circulation: 10,000.
    • The Southwark News – 30,000 readers plus 19,000 online unique visitors.

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