InformationWeek is the largest media brand for business technology decision makers, and has always been an innovator when it comes to embracing new technologies.  In 2009, the brand launched a campaign to become carbon-neutral over the course of the next 10 years, and asked Modern Media to help explain the campaign to its customers.

Customers could take a number of actions to support the campaign:  cancel or update out-of-date print subscriptions to reduce waste, convert to digital editions of the magazine, and support the campaign with donations to help protect forests.

The campaign included both a print ad and a direct mail element:

• The March issue of InformationWeek ran a full-page ad, designed by Modern Media, announcing that four issues would be produced in an entirely digital format, and asking readers to learn more about converting to digital editions.
• A postcard printed on paper made from recycled materials was sent to all of InformationWeek’s comp list subscribers, inviting them to update their subscription and encouraging to opt for a digital subscription at a specially-designed landing page.

The result?  A cleaner, more accurate comp list, reduced costs for InformationWeek, and a few more trees in our forests.