Dennis To Promote New Look Jack With Relaunch Campaign
Dennis Publishing is supporting the relaunch of its men’s lifestyle magazine, Jack, with an advertising campaign designed to raise awareness of its new format.
The relaunched title will go on sale later this month with 308 pages and an increase in size to National Geographic proportions in an attempt to raise visibility at point of sale and boost circulation.
The magazine will appear in a special blister pack, similar to those used to sell action figures in toy shops. The Action Man toy-style packaging is also intended to give the magazine greater stand-out on the shelves.
Commenting on the initiative, Jack‘s publishing director, Bruce Sandell, said: “This is the first time a magazine has been packaged in this way. It ties in with our cover image of a Private Benjamin-style action hero and the sex wars story – and fulfils our objective of always being different to other men’s magazines.”
The special sex wars issue of magazine will come with a range of high-quality art prints of female stars in different scenarios. The featured heroines include Beyonce Knowles, Cameron Diaz, Kate Beckinsale, Uma Thurman, Angelina Jolie and Nicole Kidman.
The relaunch will be supported by an extensive marketing campaign including flyposting in London and other major cities around the UK. Ads will also appear in a variety of consumer and business magazines, as well as in The Times and Observer Sport Monthly.
Jack was launched back in April 2002 by James Brown’s publishing company, I Feel Good. The title was intended to provide an alternative to the existing men’s lifestyle magazines on the market by targeting slightly more mature readers (see James Brown Unveils Jack).
However, the pocket-sized magazine has failed to meet management sales targets and the latest ABC results for the six months to June 2003 saw the title record an initial circulation of just 33,347, placing it at the lower end of the men’s lifestyle magazine market (see ABC Jan-Jun 2003: FHM Rides In High Men’s Lifestyle Market).
Earlier this week it was reported that Emap is preparing to shake-up the men’s magazine market with the launch of the first weekly title targeting males interested in sport, news, entertainment, gossip and glamorous women (see Emap Set To Shake-Up Market With New Men’s Magazine).
Dennis Publishing: 020 7907 6000 www.dennis.co.uk
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