Front Puts Car Brand In The Driving Seat With New Deal
Front has secured an innovative sponsorship deal that will see car manufacturer Seat become the sole advertiser its latest summer issue, which goes on sale in August.
The bespoke campaign, which was brokered by MediaCom, will feature a range of ads specially designed to bring Seat into the heart of the men’s lifestyle magazine. There will also be a high level of editorial involvement intended to achieve maximum standout for the brand.
August’s issue of Front will feature the Seat Auto Emocion logo on the cover, a number of branded features pages and a full interview with Seat’s leading race driver, Jason Plato. The car manufacturer will also appear on the magazine’s letters page and in its We Called You But You Weren’t In feature.
Commenting on the deal, Steve Fletcher, Cabal’s group advertising director, said: “Our aim was to hit Mediacom with much more than any other publisher in the market. We wanted to go to them and their client with a proposal that showcased everything that sponsorship means to us as a publisher.”
Mark Jarrett, associate director, working on the Seat account at Mediacom, added: “This promotion shows exactly what working with a receptive publisher can achieve. We have been delighted with the level of involvement that our client has managed to get in the magazine.”
Cabal’s Front is a relatively new arrival in the men’s lifestyle market, having only launched in 1998. However, the magazine has quickly made a name for its self in the notoriously competitive men’s lifestyle market with its blend of music, sex, TV and sport.
The latest ABC results for the six months to December 2002 show that the magazine has seen circulation decline by 7.4% year on year to 142,287, down from 153,725 in the same period the previous year (see ABC Jul-Dec 2002: FHM Shows Growth In Men’s Lifestyle Sector).
Highbury Cabal: 020 7288 7500 www.cabalcomm.com
Recent Press Stories from NewsLine Company Introduces New Dedicated Shopping Supplement Dennis Launches New Computer Title IPC Secures McDonald’s For Cross Title Ad Campaign
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left