IPC Secures Seven-Month Ad Deal For Home Interest Titles

IPC Advertising has secured a deal with bathroom accessories company, Porcelanosa, to advertise in five of IPC’s home interest titles over a seven-month period.

The deal, which was managed by IPC’s SouthBank Solutions team, will see inserts appear in Living etc, Ideal Home, Home & Gardens, Country Homes & Interiors and 25 Beautiful Homes.

All aspects of the campaign have been arranged in-house to ensure that the branded inserts fit with the editorial style of each individual magazine.

Commenting on the deal, Suman Deol, group account manager on SouthBank Solutions, said: “Porcelanosa came to us with a very clear brief on how they wanted to raise awareness of their brand, and in turn we were able to offer them a bespoke tailored package. We are ensuring that they will maintain presence across 2003 in the five leading IPC Homes titles, which account for 40% share of news-stand sales.

Analysis of the circulation of IPC’s home interest portfolio over the past five years reveals a relatively positive performance for the majority of titles. ABC results for the six months ending December 2002 brought good news to IPC’s leading Ideal Home title, which saw circulation increase by 13.2% year on year to 277,105, up from 244,870 in the same period in 2001 (see below).

IPC’s foray into modern urban home planning, Living etc, which aims for a younger more cosmopolitan audience, also experienced strong year on year growth. The aesthetically focused title saw circulation increase by 13.9% year on year in the six months ending December 2002.

Group advertising deals are becoming an increasingly popular method of maximising ad revenues and Hachette Filipacchi recently secured a deal to promote the new Adidas ‘Colours’ collection across three of its highest-profile titles (see Hachette Filipacchi Secures First Major Group Ad Deal).

IPC Media: 0870 4445000 www.ipc.co.uk

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