As much an association magazine as it is an industry trade publication, Convene magazine brings together meeting and event professionals with the destination advertisers who vie for their attention. Michelle Russell explains that satisfying the needs of these advertisers – and the bottom line of her non-profit – means successfully executing on creative advertising techniques that help them stand out.

“I know I can count on Lane,” says Russell. She explains that regardless of the treatment – simple bellybands, unusual gatefolds, or complicated inserts – she appreciates having a printer who goes the extra mile to ensure there are no surprises.

“Jodie, our customer service rep, really watches out for us,” says Russell. “Especially when it comes to our ad inserts. She anticipates things, and highlights potential problems way ahead of time … when we can actually do something about them.”

“The staff at Lane has such a vested interest in the success of their clients,” says Russell. “You can tell, they’ll go above and beyond. It’s just what they do.”

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Convene was set to run a new ad insert in an upcoming issue – a diecut readers would pop out to build a three-dimensional bear. Though  Jodie had supplied Convene with specs, she also requested a mock-up to test at Lane. To find out what she discovered and how she headed off a potentially big problem with Convene’s advertiser, download our full case study.

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