Woman’s Own In Cross Media Deal With Turner

IPC’s flagship weekly women’s title, Woman’s Own, has teamed up with Turner Classic Movies in its first cross-media deal under parent company, AOL Time Warner.

The deal will see Woman’s Own sponsor TCM’s Valentine season of films throughout February, which is designed to appeal to women aged between 25 and 45.

As part of the agreement Woman’s Own branding will appear in the opening and closing credits of each film, as well as in on-air promotions. The strapline for the campaign will be: “You’ve been watching Love Bites on TCM, in association with Woman’s Own, feeding your appetite for life and love.”

In return, Woman’s Own will feature special recipe supplements to coincide with the broadcasting of the various romantic films on TCM.

Michael Riley, general manager of TCM, commented: “We hope this is the first of many successful collaborations between TCM and IPC. We are delighted to have created unique on-air and editorial elements, allowing both brands to increase exposure and awareness and we look forward to building on the synergy between TCM and IPC.”

Over the past five years the circulation of Woman’s Own has fallen steadily. However, the latest ABC figures for January to June 2002 show that the title maybe stabilising, with circulation rising 0.1% year on year to 518,861, up from 518,495 in the same period the previous year.

AOL Time Warner’s strategy of implementing cross-platform marketing solutions across its portfolio of products was highlighted last year with the appointment of Michael J. Kelly as president of global marketing solutions (see AOL Appoints New President Of Global Marketing Solutions).

IPC Media: 0870 4445000 www.ipc.co.uk

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