From Slowdown to Scale: Driving Subscriptions Growth in the US
The Client:
New Scientist is a leading science and technology publication, trusted by readers around the world for its insightful journalism and in-depth reporting.
The Challenge:
Reignite US subscription growth following a period of slowed acquisition and rising costs.
Reduce over-reliance on direct mail and improve marketing efficiency.
Build a sustainable, multi-channel strategy focused on long-term value.
Restore internal confidence in paid digital investment.
Strategic Approach:
Atlas applied a data-led approach, focused on maximising long-term value:
Refined US audience targeting using behavioural data and customer insights.
Positioned the brand effectively against free and low-cost alternatives by developing a clear and differentiated value proposition.
Boosted direct mail performance by improving list selection and creative execution for the US market.
Enhanced digital channel efficiency by collaborating with agency partners to optimise spend, targeting, and conversion paths.
Tested new formats and platforms, including influencer and podcast activity, to diversify the channel mix.
Leveraged first-party data to deepen understanding of lead acquisition costs and Lifetime Value to the business.
The Results
The campaign rebuilt momentum and delivered strong performance outcomes:
+63% subscription growth vs. previous period and +21% ahead of forecast
Direct Mail CPAs halved, with double the response rate and breakeven reduced from 5 years to under 2
Influencer activity outperformed benchmarks with 8.7% engagement and a 3.4% CTR
Shifted from 78% reliance on Direct Mail to a more balanced multi-channel strategy including paid digital, influencers, podcasts, and demand generation
What the client said
“It's been brilliant working with Atlas.They’ve bought clarity and insight that have put a rocket up our strategies for the US and digital. They’ve highlighted blind spots, and I feel we know our current audience much better than we did. It’s really helped us clarify our plan going forward and I very much enjoyed the training too.”