Now Secures Nivea For Sponsorship Deal

IPC’s flagship celebrity title, Now, has secured Nivea deodorant to sponsor a special supplement dedicated to this year’s summer music festivals.

The advertorial supplement is the first festival guide that Now has published and represents the first time that Nivea has negotiated a sponsorship arrangement of this kind.

The deal centres around a four-page pull-out guide to the biggest festivals and offers readers the opportunity to win tickets, as well as providing details of the line up at all the biggest festivals.

The pull-out will also offer tips on how to stay fresh at the festivals and during the elusive hot summer days with Nivea compact wipes.

Leone Ashby, of Nivea’s parent group Beiersdorf, comments: “Now readers are the perfect target audience for Nivea deodorant, being young and always on the go. The festival guide allows us to convey Nivea deodorants efficiency and mild care in a fun, informative environment.”

Vicky Mayer, deputy editor of Now magazine, added: “Now readers love the summer music festivals so this four-page guide is perfect for them. And thanks to Nivea we will give them the chance to win tickets to their favourite festivals too.”

The latest ABC circulation figures for the six months ending December 2002 brought good news to Now magazine, which saw its circulation increase by 14% year on year to 630,212 from 552,744 in the same period in 2001.

The title’s growing popularity reflects the public’s continued obsession with the lives of the rich and famous, which has been highlighted by Richard Desmond’s attempts to capitalise on the market with the launch of New! magazine (see Express Enters Celebrity Market).

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