A specialist monthly magazine for shipping enthusiasts, Shipping Today & Yesterday is available on subscription. The publishers therefore wanted the new site to provide both a general level of content for “casual” visitors but also an enhanced package of content exclusively for their subscribers. Also required was a way of encouraging free visitors to subscribe to the title by providing a range of targeted “teasers”.
Other key objectives were to increase brand visibility, improve Google ranking and, most importantly, boost subscription revenue. This latter element meant that the site needed to work seamlessly with the parent shop site, where subscriptions for all products are managed in one place.