National Childbirth Trust

Developing a commercial strategy to shift advertising revenue from a printed magazine to new digital channels


  • Membership


  • Commercial


  • Media sales

The client

The National Childbirth Trust (NCT) is a leading UK charity offering information and support in pregnancy, childbirth and early parenthood. With a community of more than 300,000 parents, members benefit from local events, advice, exclusive offers and valuable content as they embark on the journey of parenthood. 


The challenge

A change in the way members wanted to access content, combined with rising print costs, led to the NCT replacing its quarterly print magazine, NCT Matters, with a magazine website that would be supported by monthly email newsletters.

NCT Matters magazine had proved a powerful platform through which advertisers could engage with NCT’s audience and it had a loyal base of advertisers. The challenge was to ensure that current print advertisers, and future ones, would continue to benefit from investing with the NCT and successfully shift the source of commercial revenue. 

The solution

CPL’s commercial team worked closely with NCT to build the new magazine website to ensure it provides members with excellent content and allows for the advertising inventory needed to sustain and build commercial revenues.

Leaderboard banners, MPU spaces, native advertising, newsletter space and other sponsorship packages were introduced. Through these, advertisers can share video content and other types of media.

CPL worked closely with advertisers and internal stakeholders at NCT to increase sampling distribution revenue and introduce sponsored articles and educational content on the new website, to benefit its members while generating income.

The results


retention rate of advertisers


over monthly revenue target (less than six months after launch)


growth in sponsorship advertising

Due to the way our members were accessing content, we sought to replace our printed magazine with a new digital platform. CPL's commercial team have worked closely with us and our advertisers throughout the transition, and the results are positive and continuing to improve.

Julia Attiwell, production manager

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