Magazine article Marketing

MARKETING SOCIETY AWARDS: Young Marketer of the Year

Magazine article Marketing

MARKETING SOCIETY AWARDS: Young Marketer of the Year

Article excerpt

WINNER: Niall McKinney, marketing director, IPC Ignite! COMMENDED: Richard Reed, marketing director, Innocent Drinks 

In October 2001, Niall McKinney became head of marketing at IPC Ignite! His key objective was to relaunch NME, the music title that sold 250,000 copies a week in its 60s heyday, but had been in decline for a generation.

By 2001, sales had declined 30% in the previous five years, falling to fewer than 62,000. Even worse, rival Kerrang! beat NME comprehensively in the July-December 2001 ABC figures, taking the market-leader position for the first time.

McKinney commissioned qualitative and quantitative research, then formulated a strategy on the findings.

A new logo and cover design were introduced and editorial direction was radically altered.

To drive home the point that NME was not out of date, the publication changed to a smaller format, with a four-page glossy cover providing greater appeal to the younger audience McKinney was targeting. …

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