Magazine article Marketing

Profile: Making It Look Easy - Jean Faulkner Marketing Director, Conde Nast

Magazine article Marketing

Profile: Making It Look Easy - Jean Faulkner Marketing Director, Conde Nast

Article excerpt

For someone who is leading Conde Nast's biggest launch in the UK, marketing director Jean Faulkner seems very relaxed.

Easy Living finally hit the shelves last week backed by an unprecedented pounds 17m marketing campaign through WCRS. The upmarket magazine publisher has high hopes for the monthly lifestyle title, and claims it will change the mould of women's magazines.

The title is trying to go where no other has successfully gone before by spanning a female readership in their 30s, 40s and 50s and providing, what Faulkner describes as, 'something glamorous, gorgeous, but also very relevant to their lives'.

Speaking bright and early the morning after the launch party, Faulkner admits it is a daunting task, not least because of the difficulty of accurately targeting such a wide readership, at a time when there are more magazines in newsagents than ever before.

Faulkner claims Conde Nast has established something none of its rivals has - that women of all ages have similar interests. 'We can't stereotype by age anymore,' she says.

'There are 50-year-olds with pierced navels, who are rocking after their second divorce, and there are 30-year-olds happy in fleeces - we want to be relevant to all of them.'

Key to differentiating Easy Living is the decision to divide it into seven colour-coded sections, covering areas including Food & Entertaining and Beauty & Health. 'Most of our readers are too busy to read entire magazines and just want to dip in and out, so it will be like having seven titles in one,' she says.

In the past few months Faulkner has travelled the UK listening to research groups to make sure everything about the title is just right. At the time of our meeting, she had just given the go-ahead to a high-profile ad campaign, which broke last week.

According to WCRS founding partner Robin Wight, Faulkner is at home working on big-budget ad campaigns, but is as passionate about the importance of researching reader opinion. 'She does not just use research for support, but to give her information. It is very important to her and she is determined to use it in a good way,' he says.

Although Faulkner, 43, claims the sight of seeing the magazine come off the presses two weeks ago excited her, she has a calm demeanour; a look at her CV explains why. …

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