Magazine article Marketing

Where Are the Mags to Shake Up the Sector?

Magazine article Marketing

Where Are the Mags to Shake Up the Sector?

Article excerpt

Amid the spin and self-congratulation that characterises the announcement of magazine ABC figures, one of the main topics of conversation was the UK launch of women's glossy InStyle. Its publishers, Time Inc had taken the brilliant -- or bonkers -- decision to publish the launch issue in the same week as the magazine industry concerns itself with the rise and fall of the more established brands. At publishers' briefings, people wanted to know who had seen InStyle and what the verdict was.

At Marketing it was a similar story. Despite the fact that copies of OK!, Tatler and Eve cascaded from the post bag, the scramble was on to see who could get their hands on the first copy of InStyle.

A clever launch strategy aside -- giving away a 'taster' copy with the Evening Standard was another canny move--it remains to be seen whether In Style can deliver on the excitement of its launch. Starcom Motive's Camilla Shields gives her verdict on the first issue on page 11.

But the buzz it has created is a telling commentary on the latest ABCs. With the exception of one or two headline results, Heat's staggering turnaround in the form of a 137.6% year-on-year sales increase, further doom and gloom for Esquire and for former Wagadon titles such as Arena, the latest set of ABCs are hardly earth-shattering. …

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