More readers, more money, no problems: How Sweet Paul grows brand awareness – and profits – using Issuu +
Issuu Case Study: Sweet Paul Magazine
About Sweet Paul Full of elegant recipes, stylish crafts, shopping tips and more, Sweet Paul magazine is a food and crafts magazine founded in 2007 by craft and food stylist Paul Lowe. In the past decade, Sweet Paul has become a top source that people around the world turn to for inspiration. The magazine can be purchased as a subscription or as individual issues for $2.99 each.
Issuu Case Study: Sweet Paul Magazine
Challenges • Previous digital publishing and sales solution was not intuitive or user friendly • Target audience did not have the ability or technology to navigate through a clunky interface/ecosystem • Needed a beautiful digital platform to sell magazines that was not too expensive
Issuu Case Study: Sweet Paul Magazine
Goals • Raise brand awareness by growing social media numbers and number of online viewers of the magazine • Secure more promotional, content and retail partnerships, influencer deals and advertisers • Turn digital sales of the magazines into a recurring income that can pay costs of operation
Issuu Case Study: Sweet Paul Magazine
“The most valuable part about Issuu is its statistics and numbers. Numbers like ‘29 million impressions on Issuu’ really impress our partners.” Paul Vitale Marketing and Business Development Director
Why Issuu? Prior to Issuu, Sweet Paul used a platform
but also how beautiful the user interface
that was clunky and unintuitive for their
was. So, when Issuu first launched Digital
fans to read, download and buy their
Sales, they knew they found the perfect
digital magazine. They decided to take the
solution to sell their digital magazine.
leap and search for a better solution to sell their magazine online because they wanted
According to Paul Vitale, Marketing and
a platform that was beautiful, easier for
Business Development Director at Sweet
their team to set up and, most importantly,
Paul, the money from online sales is “all
easier for their readers to use.
the gravy” because it costs virtually nothing to sell digitally on Issuu. Additionally, he
Enter Issuu: within an hour of signing up,
says that Issuu sells itself. “We embed
editor-in-chief Paul Lowe already uploaded
Issuu all over our website and get a ton
an issue of his digital magazine — and even
of new readers because it’s a worldwide
added hyperlinks — without any hassle.
discovery tool. It’s one of the best ways to
Not only did the ease of use impress Paul,
get exposure for Sweet Paul’s brand.
Issuu Case Study: Sweet Paul Magazine
Results • Active readers from 150+ countries and 29 million+ total magazine impressions • Detailed statistics that can be used externally for partnership and marketing efforts • The ability to measure success via growth in magazine readers, magazine purchases and social media numbers • Promotion on Issuu gives Sweet Paul exposure to a wider audience and greater brand awareness • A digital sales solution that is easy for Paul to set up and get direct payments, and easy for readers to purchase and download Sweet Paul magazine
Issuu Case Study: Sweet Paul Magazine
Connecting content to people.
