IPC Clings To Readers With Insert First

IPC Innovator will employ a new kind of insert in next months issue of teen-title Mizz, with the plastic “clinger” designed to adhere itself to any surface without the need for glue or sticky tape.

The insert, run in collaboration with United International Pictures (UIP), Zed and ZenithOptimedia will promote the release of Dreamworks’ animated children’s film, Madagascar.

The magazine will hit newsstands on 29 June. The new clinger poster is a UK media first, made of plastic and designed to stick to any surface using static. The insert can also be moved between surfaces without leaving marks or losing its ability to cling.

The 8.4″x5.8″ clinger features all of the Madagascar characters and includes printing on both the piece itself as well as its backing sheet.

The deal was brokered by Susan Nuttall, IPC Innovator’s creative co-ordinator, Tom Jackson, senior planner/buyer at Zed and Ron Rubinoff president at American company All Things Cling Ltd.

Nuttall explained the attraction to the product, stating: “The Madagascar clinger is a prime example of the standout that can be achieved when creativity and technology are combined. This is the first time that a clinger has been used in UK media and we were really keen to get it out there.”

Tom Jackson, senior planner/ buyer at Zed, added: “We wanted to do something that was both interactive and retainable to the readers of Mizz as well as raising their awareness of the upcoming UIP release. The static clingers were just the ticket for this film and to be the first one in the UK adds another element of excitement to the film launch.”

Lucie Tobin, editor of Mizz, said: “Mizz readers love stickers so this stick-anywhere poster will be a big hit with them.”

Mizz has seen its circulation dip in recent months, losing 29.9% year on year in the six months to December 2004, with sales of the title now at just over 70,000.

IPC Media: 0870 4445000 www.ipcmedia.com