IPC Outlines Marketing Plans For Later

IPC Magazines has unveiled the marketing and promotions plans for its forthcoming men’s lifestyle title, Later (see Newsline).

Pre-launch plans include an extensive sampling campaign which will run for the ten days before the magazine’s launch on 28 April. Half a million copies will be distributed to retailers such as HMV, WHSmith, Tesco, Virgin and Virgin Cinemas. The sampling issue is a bite-size version of the real thing, and publishing director Robert Tame referred to it as a teaser.

The first issue of the magazine will go on sale at a reduced price of £1.50, and the title’s full price will be £2.80.

With a marketing budget of £2.5 million, the advertising campaign, involving TV and outdoor, promises to ‘court controversy’, according to Tame. He told Newsline that the TV ads “are all about rites of passage”, and the creative is being handled by Fallon McElligott. Walker Media is taking care of the planning and buying side of the campaign.

IPC also intends to run extensive in house advertising across a range of its publications.

The title’s initial print run will be 400,000 and IPC is targeting 25-40 year old men, who have moved on from the likes of editorial suited to Loaded, FHM and Maxim. Tame described the magazine as having a ‘new and different agenda, aiming for the slightly older man’.

IPC Magazines: 0171 261 6575