Broadsystem, which carries out similar projects for Future Publishing, COI, Flextech, Haymarket and News International, will take on all subscription acquisition, subscription management and launch a subscriber contact strategy.
The move is part of a strategy to position subs at the heart of the daily and Sunday title鈥檚 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: 鈥淪ubscriptions are core strategic tool for us at The Times and The Sunday Times and offer us excellent relationship building opportunities.
鈥淲e have always been very impressed by Broadsystem and we look forward to working with them to further develop our subscriptions offering.鈥
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: 鈥淭his is a huge win for us and one that is testament to the dedication and experience of the team here at Broadsystem.
鈥淲e have created a new and bespoke system to provide a complete subscription management programme.聽 I鈥檓 sure this will enable us to help maintain and bring enhancements to one of the UK鈥檚 most sophisticated subscription models.鈥
By Kevin May
Times appoints Broadsystem for subs drive
The Times and The Sunday Times have hired data specialist Broadsystem to handle its subscription programme for the next three years.
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