Times appoints Broadsystem for subs drive

The move is part of a strategy to position subs at the heart of the daily and Sunday title’s overall strategy at driving sales and retaining readers.

Broadsystem will also introduce a tool to build an audit trail of each subscriber for customer profiling.

Toby Price, relationship marketing manager for Times Newspapers, said: “Subscriptions are core strategic tool for us at The Times and The Sunday Times and offer us excellent relationship building opportunities.

“We have always been very impressed by Broadsystem and we look forward to working with them to further develop our subscriptions offering.”

The strategic move to grow subscriptions at The Times and The Sunday Times follows that of its arch rival The Daily Telegraph, which has built up a massive loyal following through an aggressive subscription drive in recent years.

Caroline Worboys, managing director at Broadsystem, added: “This is a huge win for us and one that is testament to the dedication and experience of the team here at Broadsystem.

“We have created a new and bespoke system to provide a complete subscription management programme.  I’m sure this will enable us to help maintain and bring enhancements to one of the UK’s most sophisticated subscription models.”

By Kevin May