Hachette Teams With OK Magazine For Special Promotion
Hachette Filipacchi’s young women’s title B is to feature a special edition of OK magazine in a unique promotion designed to raise the profile of both titles.
The September edition of B magazine will include an 84-page edition of Northern and Shell’s veteran celebrity title OK, in an attempt to cash in on the current obsession with the lives of the rich and famous, which has boosted circulation for a range of celebrity and gossip focussed publications.
Commenting on the promotion, Gina Johnson, editor of B, said: “There is a huge interest from our readers in the celebrity market and what we’re offering them for free is what they’d normally be paying for on a news-stand. In a publishing era where covermounts are product driven and quite often awash with sameness, this is a refreshing way to offer readers a double dose of something we already know is tangible and valuable to them.”
Martin Ellis, joint group managing director, added: “I am delighted to be working with Hachette on this collaboration. The two magazines complement each other perfectly and it is a promotion which will benefit both our companies and the news-stand as a whole.”
The latest ABC results for the six months ending in December 2002 show that Hachette’s monthly B magazine saw circulation inch up by 0.1% year on year to 192,945. The magazine appears to holding firm in the face of strong competition from the likes of new handbag sized magazine on the block, Glamour.
OK also experienced some success in the same period, with the ABC results showing a 30% year on year increase in circulation to 632,791, up from 486,858 in the same period in the previous year.
Hachette Filipacchi’s glossy teen magazine ELLEgirl recently increased its frequency from quarterly to bi-monthly in response to the increasing popularity of the title (see Hachette Filipacchi Takes ELLEgirl Bi-Monthly).
Hachette Filipacchi: www.hachette-filipacchi.com
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