IPC Links Woman’s Weeklies For Cross-Title Promotion
Four of IPC Connect’s leading women’s weekly titles have come together in a promotion that will see readers offered a £30,000 package of prizes in an attempt to build brand loyalty and drive cross-purchase.
The so-called ‘Highlife’ promotion will launch in this week’s issues of Woman, Woman’s Own, Woman’s Weekly and Chat. It will run for four weeks and will require readers to collect a range of tokens from any of the titles.
The prizes on offer include £10,000 in cash from HSBC bank to put towards a mortgage or a new home, an all inclusive holiday to the Dominican Republic from Direct Holidays, a brand new Hyundai Matrix 1.6 GSI and more than £5,000 in cash to spend at any Sommerfield store.
Commenting on the initiative, Sue Coffin, head of marketing for IPC Connect, said: “We have selected a unique package of lifestyle prizes which will appeal to our target readership. By asking readers to collect five tokens across four weeks we will build loyalty, while at the same time encouraging readers of one brand to try out a sister title from our portfolio.”
The latest ABC results for the six months to June 2004 reveal an impressive performance for IPC’s celebrity focused Chat magazine, which saw circulation increase by 5.4% year on year to 606,599. However, Woman, Woman’s Own and Woman’s Weekly all suffered declines during the same period as their popularity with older readers began to wane (see ABC Results Jan-Jun 2004: Closer Boosts Celebrity Weeklies).
Competition in the already crowded women’s weekly magazine market looks set to hot up over the next few months with the launch of a new celebrity-focused title from The National Magazine Company designed to go head-to-head with Emap’s highly successful Closer (see Natmags To Take On Closer With New Celebrity Weekly).
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