Magazine article Marketing

Daily Express Backs Female Promotion

Magazine article Marketing

Daily Express Backs Female Promotion

Article excerpt

The Daily Express is backing the launch this week of a new promotional medium which promises to give unprecedented exposure to consumer goods aimed at women.

"The Daily Express Come Alive Magazine Show" features a 22,000 square foot portable building complex that "looks more like Glyndebourne than the Chelsea Flower Show". It will tour the country in three ten-week periods each year, starting this September, promoting the kind of products on offer in most women's magazines.

Areas like health, beauty, gardening, interior decoration, motoring and cookery will be "brought alive" by focusing on demonstration displays and "special activity sessions". Sampling and testing will also feature prominently, with competitions and coupons seen as the icing on the cake.

The Daily Express has a "majority share" in the new venture, which "will act a powerful sales tool" for all involved, according to the paper's circulation and marketing director Don Gray. …

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