Client: Association for Project Management (APM)

Audience: 19,713 (ABC audited) project professionals, plus 500 corporate members

Challenge: To grow the readership and engage with a new audience of project managers, estimated to be in the region of 250,000 in the UK alone.

Solution: Working closely with the client, Headlines identified a three-stage strategy for growth. First, redesign the current magazine to appeal to a wider audience. Secondly, identify and develop additional channels of communication, i.e. stand alone website, mobile app and e-bulletin. Thirdly, move Project, the ‘brand’, into mainstream project management, thus increasing readership, raising awareness of APM and its products, and generating new advertising revenue streams.

Outcome: Project, the redesign, was published in April 2011 to great acclaim from the client, and achieved record levels of advertising revenue as a result. e-Project was launched to coincide with the re design on an ‘open’ subscription basis. Headlines is working with APM to finalise plans for a Project app and look at how a Project website can complement the existing member site.