Insights

First-rate design, editorial and marketing drive strong ad sales—and industry buy-in

BIOTECanada is the national association representing Canada’s biotechnology industry and research community. gordongroup is proud to have been a driving force behind the association’s vibrant official publication, insights magazine. Published twice a year, the bilingual magazine (side-by-side format) has a circulation of 15,000 and is distributed free to academics, industry players, and federal and provincial officials working within the biotech sphere.

Since 2002, gordongroup has overseen the entire design and production process for insights, ensuring that deadlines are met, budgets maintained and client needs fulfilled. The result is always a visually striking publication that provides a snapshot of the biotech industry’s present and future.

Editorial work

Working closely with our design and production teams, our editorial team provides editing, parallel reading and quality control for the entire layout of every issue, ensuring that content is clear, correct and ready for print. Our efforts have revitalized the look and feel of insights, as well as its tone, increasing its appeal to advertisers.

Advertising sales

Meanwhile, gordongroup’s direct marketing team oversees all advertising sales for the magazine, drawing upon an in-house database of more than 500 regional, national and North American contacts.

insights is one of several gordongroup publications for which our direct marketers solicit paid ad space—and our clients are happy to hand over this time-consuming work to our trained professionals. We have a proven track record of success in securing advertising revenue for print and online formats. Our talented ad sales representatives meet the highest standards of professionalism, in both official languages. In coordinated sales campaigns, we contact prospects, negotiate the sales and then work with advertisers to ensure their ads are handled with care. gordongroup also manages every aspect of the sales campaign: developing high-quality media kits, preparing sales estimates before startup, monitoring the editorial-to-advertising ratio, overseeing ad placement with our design team, drawing up contracts and dealing with sales remittance.

Increased revenue

Through gordongroup’s combined efforts, advertising revenues for insights have increased significantly and now surpass $100,000 annually. The magazine continues to raise awareness of biotech issues among Canadian policy makers, industry influencers and international stakeholders, and to provide a strong showcase for our many domestic breakthroughs and successes.