Inside Soap Looks To Boost Sales With Television Push
Hachette Filipacchi’s flagship Inside Soap magazine has launched its first television advertising campaign for five years in an attempt to boost circulation in the increasingly competitive celebrity magazine sector.
The campaign, bought by Mediaedge:cia and created by Fallon London, feature both a 10-second and a 30-second spot which will air between episodes of Emmerdale, The Bill, This Morning, Coronation Street, Bad Girls and Trisha on ITV1.
Inside Soap will also sponsor GMTV’s Pick of the Day from 26 April for a eight-week period. The segment is presented by Richard Arnold who began his career at Inside Soap magazine. The sponsorship package will comprise of a 10-second creative featuring the same creative as the television commercial.
Commenting on the initiative, the magazine’s publisher, Grace Stewart said: “This campaign is a welcome return to television promotion for Inside Soap and we are delighted with the contemporary creative which perfectly reflects the magazine’s editorial remit and sense of fun.
She added: “Past experience has proven TV to be a highly successful platform to raise awareness and build sales and it will form an integral part of our marketing plan for the year ahead. The sponsorship of GMTV’s Pick of the Day segment is a great match for Inside Soap and perfect for lending longevity to our campaign duration.”
Last year Hachette Filipacchi extended the frequency of Inside Soap from fortnightly to weekly and relaunched the title with a new modern look and increased editorial content. However, the latest ABC results for the six months to December 2003 reveal a sharp 19% year on year decline in circulation for the title to 200,582.
The wide-spread public interest in the lives of the rich and famous is far from waning, but there has been a slowdown in the rapid growth of the celebrity magazine sector. Hello saw circulation decline by almost 36% year on year and Now suffered a 6.1% decline during the same period to below 600,000.
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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