IPC Secures Nip/Tuck For Advertorial Promotion
IPC Media has constructed a wide-ranging advertising package across four of the company’s publishing groups to promote the DVD launch of Warner Home Video’s Nip/Tuck drama series on cosmetic surgeons.
Magazines in the IPC tx, Connect, SouthBank and Ignite! divisions will carry a range of advertorial and editorial promotions to raise awareness of the launch, with the main part of the deal focusing on IPC Connect’s celebrity weekly Now. The star-studded title is the centre of the campaign as it regularly features stories on cosmetic surgery in its pages.
Now will promote the release with an 8-page editorial containing celebrity cosmetic horrors, within which a two page advertorial will highlight the DVD release of Nip/Tuck. The magazine’s film section will also review the DVD.
An advertorial in IPC tx’s TV & Satellite Week, will target its readership which are typically heavy purchasers of DVDs. Similarly, readers of monthly music and movies magazine, Uncut, will be reached via the title’s Uncut Recommends section to maximise the campaign’s impact.
Elsewhere, Marie Claire‘s classified section, which features numerous advertisements for plastic surgery, will include a spoof plastic surgery promotion, encouraging readers to buy the Nip/Tuck DVD box set before they consider cosmetic surgery.
Commenting on the promotion, Antony Marcou, IPC Advertising’s corporate business development manager, said: “This is a fantastic example of ad funded publishing. By creating a bespoke editorial section, we have created a genuine editorial environment that would not otherwise exist. It is a real win, win situation. The advertising is delivered with relevance, our titles sell more copies and the advertising department generates incremental revenue.”
IPC recently unveiled new research showing the power of sampling beauty products in consumer magazines. The research proved that advertisers could increase product awareness, the chance of readers trying a product and the likelihood of further sales through the use of free sample sachets (see IPC Reveals Power Of Sampling In Magazines).
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