New Scientist magazine: campaign and marketing communications

How do you grab the attention of academics without seeming patronising or glib?

Who: Since 1956, New Scientist magazine has been keeping readers up to date with the latest science and technology news from around the world. It currently has nearly 1 million worldwide readers every week – online and in print.

What they wanted: New Scientist's free trial offer to academic libraries was being let down by uninspiring emails and letters. They asked Lark to rewrite them and make the offer more attractive to librarians and heads of department.

What we did: Lark crafted new user-first copy and layouts that were attention grabbing without being too patronising. This included rewriting the "from" address and subject line – designed to intrigue our academic audience – and prioritising the important information and motivators. We also provided New Scientist with a 'before and after' comparison document to explain our rationale and outline why our approach would lead to more people clicking through or calling up.

The result: New Scientist were so impressed with our work that they asked us to write communications for #LiveSmarter – a national campaign seen throughout stations nationwide on the digital out-of-home (DOOH) network.