Our Work » American Diabetes Association
Industry:
Healthcare
ADA’s custom media strategy keeps fresh content in front of stakeholders on multiple platforms

An estimated 25.8 million people in the United States have diabetes. It’s a growing community that needs information, support, and hope. ADA is dedicated to reporting the latest news, research, and clinical results.

Objectives:

  • Stay fresh and keep up with all of ADA’s stakeholders.
  • Capitalize on new digital trends to expand reach and increase subscriptions to the print magazine.
  • Revive lackluster ad sales.

Content enables the dynamic and engaged community to "diabetize" their lives

Strategy:

  • Craft a custom media strategy, including a major redesign of the print magazine.
  • Launch an ambitious web plan, including a new Diabetes Forecast website that offers visitors an invigorated way to approach their diabetes: innovation, involvement, and make-a-difference inspiration.
  • Create a fresh approach to re-energize the ad sales team and re-engage advertisers, using TMG staff to provide marketing support and manage sales.

Financial rewards prove the benefits of creating a robust, integrated platform

Results:

  • 4.9 million readers per issue and a steadily growing number of site visitors.
  • Paid subscriptions to Diabetes Forecast have grown to more than 454,000.
  • With a per-issue reading time of more than 50 minutes, it now beats Woman's Day, Health, AARP The Magazine, and others for reader engagement.
  • After one issue of TMG management, sales increased by 20%. Diabetes Forecast also enjoys the highest "interest in advertising" of MRI-surveyed publications in its category, so continued growth is projected.
  • Each month, unique visits, page views, and time spent on the website reach increasingly higher levels, and, best of all, more than 80 percent of visits are new.

"Redesigning the magazine and launching a new web presence for it were both major projects for us. TMG worked hand in hand with us, helping us over the rough patches and coming up with gorgeous—and award winning—designs."
Sara Sklaroff, Editorial Director,
Diabetes Forecast