Case Study: BPA Worldwide

site
http://www.bpaww.com

situation

As the world’s leading circulation auditor for magazine publishers, BPA Worldwide faces unique challenges when expanding its business both print and online. The not-for-profit organization’s role is to provide integrity to the ad buying transaction, and its dominant method of distribution is print publications that are distributed by publishers in their media kits or directly to advertisers.

gcn’s enhancement

Our team identified BPA’s biggest problem was figuring out who its online audience was and how they differed from readers of the printed reports. We instituted a site-wide registration system that requires users to register before they can view or download a circulation statement online. We also developed a back-end reporting system for the site that allows publishers to log in over a secure Internet connection and view the profiles of the people who viewed statements for their BPA Worldwide publications.

The powerful new, database-driven BPA Web site maintains a library of more than 76,000 circulation documents stored in Word, Excel and PDF formats, and has a registered user database of more than 30,000 individuals. Custom-crafted tools within the site track statement usage, so that publishers can monitor who is viewing their circulation data.

Additional tools give both members and site users instant, user-friendly access to top-line data/analysis/charting of current and historical BPA statement data; BPA rules and bylaws; and a large number of resources ranging from information about BPA’s diversified worldwide products and services to a sophisticated search capability of all major publishing/advertising industry Web sites.

Other enhancements, such as a keyword and category search, and the ability for users to be automatically notified by e-mail whenever a new report becomes available for a publication or group of publications they are interested in, have increased overall traffic to the Web site.

result

BPA Worldwide’s traffic has nearly quadrupled during the last year, and the organization is generating significant revenue from banner ads running throughout the site.

customer testimonial

“This is the second time that we have asked GCN to rebuild our Web site, with good reason. During our six-year business relationship—which has included GCN’s maintenance and ongoing development of our site, as well as the two re-buildings—GCN has demonstrated admirable professionalism and skill, as well as unflagging commitment to putting our needs as their client first. —Glenn Hanson, President & CEO, BPA International