Eve Hopes To Boost Sales With First Ever TV Push

BBC Magazines is today launching the first ever television ad campaign to promote its monthly women’s glossy, Eve.

The £500,000 campaign, which personifies the magazine as a sassy and stylish woman, will run on UKTV for a two week period. It will return to our screens in October and twice again next spring, when it will run on further key satellite stations including E4.

The 30-second execution will centre around a day in the life of an Eve reader, who is repeatedly distracted by the ‘smart but mischievous’ personification of the magazine. One scene features the reader sitting in a boardroom meeting with Eve resting on her lap, while her bemused colleagues await her attention.

Commenting on the campaign, Eve‘s publishing director, Jo Morrell, said: “Eve‘s first television campaign is very much a celebration of the magazine’s ethos. Eve is unique in recognising and responding to the shift in attitudes of 30-something women, whose focus has moved from outer desires to inner needs.”

She added: “We’re essentially side-stepping the traditional categories in the women’s market and their accompanying clichés, and giving women in their 30s a more fulfilling experience. The ad’s light-hearted take on this should really strike a chord with new and existing readers alike.”

The latest ABC results for the six months to June 2003 reveal a positive period for Eve, which saw its circulation increase by 10.1% year on year to 131,157, up from 119,102 in the same period the previous year.

Figures from Nielsen Media Research for the same six month period show that the magazine, which includes a mix of fashion, food, homes and health, has seen its ad revenue rise by 23% year on year to almost £2.2 million.

BBC Worldwide recently unveiled plans to expand its magazine portfolio in the autumn with the launch of a new food and cookery title, codenamed Project Olive. The title is thought to be one of a number of new launches from BBC Magazines over the coming year and is part of a move to extend the publisher’s range of products in the food and lifestyle sectors (see BBC Poised To Launch New Cookery Magazine).

BBC Worldwide: 020 8433 2000

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