Background
The Tablet is a respected weekly Catholic journal with a 185-year legacy, covering religion, current affairs and the arts. Printed in the UK every Wednesday, it enjoys a dedicated readership in Ireland who rely on timely delivery for weekend church services. Maintaining consistent distribution is crucial for supporting their circulation and engaging their loyal audience.
Challenge
When Irish postal schedules shifted and there was no Saturday post, The Tablet’s previous supplier failed to deliver magazines before Sunday. This delay meant many readers missed receiving their copies ahead of services, causing a noticeable dip in sales and threatening the publication’s standing in the Irish market.
Solution
Air Business responded with a proactive approach: preparing address data early, prioritising Irish shipments and injecting material directly into the postal system. By sending magazines to Dublin for Thursday delivery, a vast majority of copies reached readers the next day. This timely solution halted the decline in sales and revived The Tablet’s Irish market presence.
