Hachette Teams With Teen Portal In Advertising Deal
Hachette Filipacchi has come together with girl’s portal mykindaplace.com to offer advertisers the opportunity to target teen consumers with integrated magazine and online campaigns.
The partnership will also see the two companies run cross-promotional campaigns driving Hachette’s Sugar, tvhits! and ELLEgirl readers to mykindaplace.com – and the website’s users to these magazines.
The initiative comes just weeks after Hachette’s market leading Sugar suffered a 9.2% year on year drop in circulation to below the 300,000 mark. Reports suggest the magazine is about to be relaunched with the backing of an extensive advertising campaign.
Commenting on the new partnership, Tim Kirkman, Hachette Filipacchi’s recently appointed sales director, said: ” “This joint initiative will create an opportunity to deliver integrated communication solutions across the two leading brands within the teenage sector, delivering more value and accountability for our customers.”
Mykindaplace.com’s managing director, Charlie Redmayne, added: “More and more advertisers are now looking for truly integrated solutions – when marketing in the teen space this must include the internet. Sugar and mykindaplace.com dominate their sectors – bringing them together into one sales offering will be exciting for advertisers and can only make both companies stronger.”
Earleir this month Hachette Filipacchi’s ELLEgirl went on sale as a monthly title for the first time in an attempt to shake-up the increasingly competitive teenage magazine market. The decision to increase the magazine’s frequency from bi-monthly to monthly was taken last year as part of Hachette’s ongoing strategy to strengthen its teenage portfolio (see ELLEgirl Goes On Sale As Teen Style Monthly).
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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