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How Sweet Paul Grows Brand Awareness and Profits Using Issuu

How Sweet Paul Grows Brand Awareness and Profits Using Issuu

Full of elegant recipes, stylish crafts, shopping tips and more, Sweet Paul magazine is a food and crafts magazine founded in 2007 by craft and food stylist Paul Lowe. In the past decade, Sweet Paul has become a top source that people around the world turn to for inspiration. The magazine can be purchased as a subscription or as individual issues for $2.99 each.

CHALLENGES:

• Previous digital publishing and sales solution was not intuitive or user friendly

• Target audience did not have the ability or technology to navigate through a clunky interface/ecosystem

• Needed a beautiful digital platform to sell magazines that was not too expensive

GOALS:

• Raise brand awareness by growing social media num- bers and number of online viewers of the magazine

• Secure more promotional, content and retail partnerships, influencer deals and advertisers

• Turn digital sales of the magazines into a recurring income that can pay costs of operation

“THE MOST VALUABLE PART ABOUT ISSUU IS ITS STATISTICS AND NUMBERS. NUMBERS LIKE ‘29 MILLION IMPRESSIONS ON ISSUU’ REALLY IMPRESS OUR PARTNERS.”

WHY ISSUU?

Prior to Issuu, Sweet Paul used a platform that was clunky and unintuitive for their fans to read, download and buy their digital magazine. They decided to take the leap and search for a better solution to sell their magazine online because they wanted a platform that was beautiful, easier for their team to set up and, most importantly, easier for their readers to use.

Enter Issuu: within an hour of signing up, editor-in-chief Paul Lowe already uploaded an issue of his digital magazine — and even added hyperlinks — without any hassle. Not only did the ease of use impress Paul, but also how beautiful the user interface was. So, when Issuu first launched Digital Sales, they knew they found the perfect solution to sell their digital magazine.

According to Paul Vitale, Marketing and Business Development Director at Sweet Paul, the money from online sales is “all the gravy” because it costs virtually nothing to sell digitally on Issuu. Additionally, he says that Issuu sells itself. “We embed Issuu all over our website and get a ton of new readers because it’s a worldwide discovery tool. It’s one of the best ways to get exposure for Sweet Paul’s brand.

RESULTS:

• Active readers from 150+ countries and 29 million+ total magazine impressions

• Detailed statistics that can be used externally for partnership and marketing efforts

• The ability to measure success via growth in magazine readers, magazine purchases and social media numbers

• Promotion on Issuu gives Sweet Paul exposure to a wider audience and greater brand awareness

• A digital sales solution that is easy for Paul to set up and get direct payments, and easy for readers to purchase and download Sweet Paul magazine

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