NME Claims Industry First With Lenticular Cover
Next week’s issue of NME will feature a specially designed 3D lenticular cover, in what publisher IPC Ignite claims is a first for a weekly magazine.
The holographic image of Libertines’ front man Pete Doherty is part of a solus deal with O2, which will also see back cover of the title feature a full page lenticular ad promoting the mobile phone manufacturer’s latest range of handsets.
IPC’s monthly music and movie title Uncut will carry a tip-on lenticular and four short films made by O2 are being showcased on www.uncut.co.uk. The activity will be supported by four pages of advertorial promotions in both Uncut and NME.
Publishing director for NME and Uncut, Neil Robinson, said: “With this fantastic, attention-grabbing cover we hope there will be even more excitement around the issue. Innovation is at the heart of the NME brand and the lenticular cover is a perfect example of two brands working together to continue to break boundaries.”
The solus deal was put together by IPC Ignite’s business development team and is the result of a direct brief from O2’s media agency ZenithOptimedia. It builds on an existing programme of marketing activity paring O2 Music with IPC Ignite titles
The 3D front cover is designed to draw attention to NME‘s Cool List, which names the top fifty movers and shakers in music for 2004. Carl Barat from the Libertines joins Pete Doherty in the coveted number one slot, whilst Eminem, Mike Skinner and Morrissey all make it into the top ten.
ZenithOptimedia client planning manager, Chris Pyne, added: The NME Cool List offered 02 the perfect vehicle to showcase its new range of phones in a fresh and different way. It s a great example of advertisers and publishers working together.
The latest ABC results for the six months to June 2004 show that reveal a 3.4% year on year decline in circulation for NME to just over the 70,000 mark. However, the long-running music newspaper remains popular with its target audience of men aged between 15 and 24, trailing only slightly behind its higher profile monthly competitors.
IPC Media: 0870 444 5000 www.ipcmedia.com
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