ACP-Natmag Reveals £3 Million Ad Campaign For Women’s Weekly
ACP-Natmag, a joint venture between UK and Australian publishers, is attempting to boost the circulation of women’s weekly Reveal, with a £3 million advertising campaign.
The push, created by an in-house team trading under the name You, Me and Victor, coincides with the third anniversary of the mag and will break on 6 August. Media is being handled by PHD Rocket.
The television ad shows an aspiring psychic newsagent, called Clair Voyant, who tries to read the mind of a regular customer. After failing to do so successfully, he tells her: “You want celebrity gossip, fashion, real-life stories – you want Reveal magazine.”
The campaign follows the formation of a dedicated sales team for Reveal, led by former BBC magazine executive Jessica Cain.
Colin Morrison, chief executive of ACP-Natmag, said: “It is almost three years since the launch of Reveal – and of ACP-Natmag Magazines.
“During that time, the magazine has established itself as major celebrity and fashion weekly for young women throughout the UK. This new promotional campaign is part of ambitious plans for Reveal which is thriving under the leadership of editor, Michael Butcher.”
Zoe Harris, marketing director of ACP-Natmag, added: “We felt that as we had such a clear vision of what we needed from the campaign, we did not need the full services of a traditional creative agency.
“In addition, we wanted to be able to work really closely with both the creative team and director to ensure quick and effective communication and understanding on both sides.”
Since it launched towards the end of 2004, Reveal‘s circulation has risen steadily, but the most recent ABCs show the title’s results to have levelled out, dipping slightly January to June 2006, before recovering in the next period, leaving it fairly static for the past year.
However, the title has performed well in comparison to other titles in the sector, which have recorded declines in circulation (see ABC Results Jul-Dec 2006:Take A Break Leads Women’s Weekly Market).
The more celebrity focused-titles in the market, such as Heat, Hello and OK!, have managed to hold their own, however, with many managing to bolster their final ABCs.
Recently, Emap announced its young women’s title, More, was moving from a fortnightly title to a weekly (see Emap Puts More Into Women’s Weekly Market), potentially threatening IPC’s Look, which has yet to release an ABC figure (see NewsLine Feature: Look, Another Women’s Weekly).
National Magazine Company: 0207 439 5000 www.natmags.co.uk