Advertising revenue increased by 63% for the BDA

The BDA required a sophisticated commercial partner to manage its media portfolio while rigorously safeguarding its organisational integrity. The primary challenge was to maximise revenue without compromising professional values or violating strict third party advertising policies. Success depended on a deep understanding of the clinical landscape and the ability to balance commercial viability with member trust.

To meet their objectives, we implemented a multi-layered strategy centred on transparency, policy adherence and market positioning:

Monthly virtual meetings – account manager, editor and designer meet to discuss commercial activity, industry shifts and BDA goals.

Quarterly in-person meetings – to review progress and hear about the organisation, industry changes and discuss potential impact on the advertising landscape.

Regulated collaboration – developed strict criteria for sponsored content to balance commercial growth with professional editorial standards.

Digital innovation – launched new opportunities, including targeted solus emails. All new products adhered to the BDA advertising policy as well as third party rules.

Market positioning – benchmarked the BDA and its content channels against competitors to showcase its status as industry leader and highlight the cross-platform member reach and opportunities.

The results

Since taking on the account in 2015, we have delivered consistent year-over-year revenue growth. However, as the market has become increasingly complex and fragmented, the needs of marketing departments and account planners have evolved. To address their demand for a more integrated, full-coverage approach, we expanded our strategy with higher-value proposals and extended offerings like partnerships. Building on an already strong foundation through July, this shift drove a 63% year-over-year revenue increase in 2026, with growth achieved across every area of the business.

Advertisers are increasingly looking for high-impact content. While in previous years we typically ran two gatefolds or bellybands, this year 9 out of 10 issues included a premium format. This surge in special content, alongside revenue from new business, has driven our print revenue even further, increasing by 48%.

112.5 print pages sold (2025) vs 166 print pages sold (2026)

This year, with demand limiting print space we offered packages to help clients utilise our new solutions. We bundled website pages to offer a more complete coverage. We identified weaknesses in our inventory and introduced solus emails. This opened additional streams and helped digital revenue increase by 158%.

57 digital adverts served (2025) vs 115 digital adverts served (2026)

Client

• The British Dietetics Association