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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Mail on Sunday sampling campaign for The Beano boosted sales by a quarter and web traffic by 70%

DC Thomson has credited a sampling campaign for children's comic The Beano in the Mail On Sunday this month for boosting sales by a quarter.

Campaign: The Beano has reported positive results

The free sampler ran in the Mail on Sunday’s 6 April issue and as a digital version for Mail Plus subscribers, and the campaign appears to have boosted subscriptions as well.

Iain McKenzie, DC Thomson head of circulation (magazines), said: “The Beano saw a 25 per cent sales uplift in its 12 April issue which succeeded the sampler. In addition to this, we have also seen a boost in subscriptions with around 1,400 additional subscribers signing up.”

The sampler was part of a four-week campaign, but on the day of the Mail on Sunday edition The Beano’s website saw traffic spike by nearly four times its average, and nearly three quarters of visitors (70 per cent) were new.

Since the campaign, DC Thomson said the site has maintained a higher than average visitor rate.

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