The Radio Times will be launching a £1.5m campaign in a bid to win new readers to the title. The promotion, with the slogan, “It’s not what you expect”, kicks off next week and will continue into the New Year. The magazine’s latest ABC *(Newsline 02/08/96) showed a decrease in circulation of 1.87%, or almost 27,000 in actual terms, to 1.4 million copies.
The campaign, prepared by AMV, will include weekly press ads in broadsheets and quality tabloids, as well as 5,000 adshell sights around the country. The above-the-line work will be supported by integrated direct marketing activity targeted at non-readers: nearly 200,000 homes will receive direct marketing literature in September.
The push coincides with the appointment of Nicholas Brett to the position of publishing director for the Radio Times. He has been editor of the title since 1988 and editorial director of BBC Magazines since 1989. His appointment follows the move of Rupert Miles to BBC Worldwide Publishing’s New Media Division as director of BBC Online.
BBC Worldwide Publishing: 0181 576 2208
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