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Services covered

Awareness

Perception

Creation of revenue streams

ICAS

CA Magazine

“The creative’s been fantastic, really engaging, and a delightful team to work with.”

Sarah Speirs - Executive Director of Member Engagement and Communications.

145%

increase in commercial revenue from

2021 to 2023

68%

increase in readership year on year since moving to new format in March 2024

268%

increase in engagement year on year since moving to new format in March 2024

THE RESULTS

The Brief

River had to pivot from publishing a printed magazine to an online-only product by May 2020 because of the pandemic. Although online traffic had grown since then, there was also an understanding that how the audience accesses and consumes content had changed – in particular the shift from desktop to mobile. Therefore, a different solution was needed. River approached ICAS in summer 2023 with a proposal to take the magazine from page turner to a new format.

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The Strategy

CA Magazine looked at solutions across the online publishing spectrum. In March 2024, the magazine moved from the page-turner format to Shorthand – a publishing system that has been used by big brands and famous institutions worldwide. In the page-turner format, readers tend to skim through pages – and it also requires readers to zoom in and out to read stories. We needed to make the product more user -friendly and accessible, bearing in mind that the age of members ranges from 18 to 80.

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The Creative

In Shorthand we can deliver a much richer and more user-friendly content experience, producing more infographics and stats, which is ideal for an audience largely made up of accountants and finance professionals. Overall, the first issue in the new format delivered a 50% increase in visits compared with March 2023 and around a 60% increase on the average monthly number of visits in page turner, and has been our most successful issue since going online-only. Since moving to Shorthand, we’ve seen a significant increase in read times for individual stories.

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Related case studies

Get in touch

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NICOLA MURPHY

GROUP CHIEF EXECUTIVE OFFICER

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 7917 083236 

nmurphy@therivergroup.co.uk

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JACKIE GARFORD

MANAGING DIRECTOR – THE RIVER GROUP

  • LinkedIn

D: +44 (0) 20 7420 7000

jgarford@therivergroup.co.uk

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CHRIS WARD

CHIEF REVENUE OFFICER - THE RIVER GROUP

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 7973 548766

cward@therivergroup.co.uk

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GAVIN LOVE

GROUP FINANCE DIRECTOR

  • LinkedIn

D: +44 (0) 20 7420 7000

glove@therivergroup.co.uk

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JACKIE BLAKE

MANAGING DIRECTOR – REFLECT

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 772 4376771

jax@reflecttheagency.com

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LISA TAYLOR

MANAGING DIRECTOR – MAVEN COMMS

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 7766 785656

ltaylor@itsmaven.com

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