MC DIRECT MAKES THE TIME
By Adnews Staff
MC Direct of Toronto has been chosen by Time Canada to create a direct response lead generation program to support Time's Sponsored Subscription program. The assignment, which was awarded to MC Direct based on a referral, will be the first time the program has been marketed in Canada. The program involves advertisers buying discounted magazine subscriptions for a list of people they wish to reach. Marketers can then deliver their pitches with customized cover wraps a minimum of four times a year. Supplementary wraps and gatefolds can also be negotiated. Marketers can also include a welcome letter with the first issue. Susan Carr, executive vice president of MC Direct, said the program allows marketers to have a vehicle that will reach a target audience of any size. The program is aimed at senior executives in the Canadian marketing community. MC Direct will develop a profile of the marketing community to identify prospects. Promotion will also involve direct mail, public relations and general advertising efforts, as well as ongoing marketing and sales support.