Now Partners Freemans In Joint Marketing Initiative
IPC Media’s weekly celebrity magazine, Now, has teamed up with mail order specialists Freemans to launch a joint marketing initiative.
The market-leading title will this week begin targeting the catalogue’s customers with a specially created email marketing campaign featuring a mixture of special offers and competitions designed to drive sales.
A ‘test cell’ of Freemans customers will also be offered the chance to enter the free prize draw and will have the opportunity to trial Now magazine for free through a subscription promotion which includes six complimentary issues of the title.
This latest campaign is part of a joint branding initiative between Freemans and Now, which has seen the magazine editorially endorse the Autumn/Winter catalogue. Beside a number of the clothes featured in the catalogue and on the Freemans website, the words ‘Buy It Now’ appear, together with the Now logo.
Now‘s acting senior marketing manager, Tara Steadman, said: “This activity is a natural extension of our partnership strategy and a clear demonstration that Now is at the forefront of retail marketing developments. Previous experience of our joint-branded direct marketing activity indicates that Now and Freemans will both see excellent results.”
The latest ABC results for the six months to June 2004 reveal a relatively lacklustre performance for Now magazine, which saw its circulation decline by 1.8% year on year to 580,007. However, the title still retains its top spot on the top of the weekly celebrity pile (see ABC Results Jan-Jun 2004: Closer Boosts Celebrity Weeklies).
Earlier this month four of IPC Connect’s leading women’s weekly titles came together in a promotion that will see readers offered a £30,000 package of prizes in an attempt to build brand loyalty and drive cross-purchase (see IPC Links Woman’s Weeklies For Cross-Title Promotion).
IPC Media: 0870 444 5000www.ipcmedia.com
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