IPC Looks To Digital To Target Readers
IPC’s new women’s weekly title, Look, has launched a massive digital advertising campaign aimed at targeting two million young women online.
The six-figure campaign includes a variety of creative executions from banners and leader boards to skyscrapers and MPUs, which all play on the core themes of the brand – celebrity style and up-to-the minute affordable high street fashion.
The creative will target female users on sites including Yahoo!, MSN and MySpace.
One strand of the Look campaign invites women to download money-off vouchers for the magazine, while another offers the chance to participate in competitions to win vouchers for high street stores.
“Look has already established incredible brand awareness among young women in the UK,” said Look senior marketing manager, Tara Steadman.
“Its innovative editorial proposition – and fantastic TV advertising campaign – has struck a real chord. This campaign will complement that awareness in the digital space.”
The creative for the campaign has been developed by Hurrell & Dawson and digital agency Clusta, with the activity planned and bought by MediaCom.
In March, a bus advertising campaign covering areas such as West Yorkshire, Tyne & Wear, Belfast, Strathclyde, East Midlands and Greater London, was launched to complement Look‘s TV campaign (see Look Launches Bus Ad Campaign).
Look hit the newsstand in February, supported by an £18 million investment over its first two years (see NewsLine Feature: Look, Another Women’s Weekly). The title is led by editor Ali Hall and a 40-strong editorial team, and is aiming to break in to an already volatile women’s weekly market (see ABC Results Jul-Dec 2006:Take A Break Leads Women’s Weekly Market).
Seriously declines were recorded for some titles in the sector at the last consumer magazine concurrent release from the ABC, whilst some publishers are looking to digital only formats to conquer certain magazine sectors (see NatMags Names Digital Magazine).
At MediaTel Group’s ‘Future of Consumer Magazines’ seminar earlier this year, panellists suggested that the magazine industry needed to adapt in the digital age, with the key being the evolution of content to take readers online, rather than the replication of magazines online (see Magazines Must Work Harder To Evolve Content For Digital Platforms).
IPC Media is placing more emphasis on its digital strategy with a series of recent appointments (see IPC Continues Digital Focus With New Appointment) and two major digital launches – a new website for In Style (see In Style Launches New Website) and the launch of a major standalone homes portal, www.housetohome.co.uk (see IPC Unveils New Homes Portal).
IPC Media: 0870 4445000 www.ipcmedia.com