Chat Secures Surf For Advertorial Campaign

IPC has secured Surf to sponsor a range of competitions and features in its weekly gossip magazine, Chat.

The campaign will centre around a competition inviting Chat readers to participate in a test panel to verify the fact that Surf “removes 99% of all household stains”. The panel will use the washing powder for a week and will record its findings using photographs and commentary, which will appear in the magazine.

The July issues of Chat will also include a “story behind the stain” letters page, which will give readers the opportunity to share anecdotal tales describing their worst stains. The letters page will incorporate Surf branding and each featured letter will receive £99 courtesy of the washing powder.

Commenting on the initiative, Will Hurrell, director of IPC Solutions, commented: “We are delighted that we are able to provide Surf with such direct access to its consumers. The 99 campaign is already attracting interest and its great that Chat is now part of this fun marketing drive.”

The latest ABC results for the six months ending December 2002, brought good news for IPC’s traditional women’s weekly, Chat, which saw circulation increase by 15.6% year on year (see ABC Jul-Dec 2002: IPC’s Chat Boosts Women’s Weeklies (Non-Subscribers)). However, according to figures from Nielsen Media Research, the magazine saw ad revenue slip by 3.2% during the same period to £4.6 million (see Celebrity Obsession Lifts Ad Revenue At Now).

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

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