Category Archives: Print adv.

Germany: Focus Schule gets a redesign with August issue

Starting with the upcoming issue 4 / 2010 (first day of sale 8/10/2010) one will notice a change in the look and layout of the German educational magazine Focus-Schule, sister publication to the newsweekly Focus

The editorial team has revamped the Burda title with a new cover design, an advanced magazine layout and new promotional ad campaign in the trades!  The cover now highlights the strengths of the editorial concept even more while showcasing the wide range of topics covered in the issue.  This top-notch cover work now underscores the premium aspect given to Focus-Schule, the magazine for committed parents, in order to further live up to the expectations of the audience.  The book now comes out on thicker paperstock.  Also, a new table of content with “optical transformation” will provide readers with a quicker orientation through the various editorial sections. Overall, the magazine reflects a more relaxed tone, a refreshed appearance and a clearer editorial line.  Starting with this year’s 4th and final issue, the cover price is also going up to €5,80 per issue while the subscription goes up from a former average of 4,70 € to 4,95 € per issue – an annual subscription consists of 6 consequent issues that cost a total of €29,70.

Inside the issue, Focus-Schule will keep providing engaged parents with advice on all school situations that their child might face.  The title presents the most important facts every two months: background information such as current developments, theoretical analysis as well as practical tips. In the future, Focus-Schule will allow even more room for regular special issues focusing on a particular topic like health or language-trips for instance.

Continue reading

France: benchmarking the three new upscale women’s weeklies

As covered extensively over the past months on this blog, the French segment of upscale women’s weeklies has had 3 back-to-back magazine launches since August 2009!

I thought this was about time to take a closer look at the current war amongst women’s weeklies so I put together some sort of recap chart, only accounting for Grazia, Envy and Be, in the order they were launched. I decided not to include French ELLE because it’s been THE women’s weekly of reference for over 60 years and remains to do so while these three newcomers tend to cater to slightly younger women.

Germany: 10 arguments pro Print in 100 seconds for advertisers

Here is the latest iteration of German publishers’ trade campaign “Print wirkt” with a list of pro-print arguments for advertisers to choose print titles for their advertising campaigns.

The selling points are easy, clear, and convincing!

Grazia UK and L’Oréal Paris teamed up for an exclusive AR campaign

The Grazia campaign stars Glam Shine Reflexion spokesperson Cheryl Cole, who will come to life off the page in an exclusive three and a half minute, behind-the-scenes film of the making of the TV commercial.

As reported on InPublishing’s website, a DPS in Grazia will point readers to www.lorealparis.co.uk/cheryl, where an embedded AR symbol will activate when held up to a webcam, unlocking the backstage film with Cheryl Cole promoting the new Reflexion range.  The activity broke in last week’s Grazia with two further issues carrying the creative in June and July, with support from www.graziadaily.co.uk.  And the L’Oréal Paris Glam Shine Reflexion TV commercial airs from June 9th on in the UK.  The TV commercial was directed by the widely acclaimed Jake Nava, the man behind Beyoncé’s most memorable Rn’B music videos, such as Continue reading

USA: InStyle to launch an online pop-up store to complement September issue

InStyle magazine is planning to launch an online pop-up store to complement its product-packed September issue. The InStyle Boutique is powered by StyleFeeder, an online product recommendation service. InStyle parent Time Inc. bought StyleFeeder early this year in a hunt for new ways to make money as its main source of revenue—print advertising—has shrunk.

During its five-week run, the virtual store will offer product and style tips from InStyle’s editors, but the main goal is to drive consumers to shop. The homepage is laid out like a department store (see art), with visitors invited to click on product category “windows.” Sponsors will get their own sections, providing the chic environment important to high-end fashion advertisers. Sponsors also will be integrated in pre-roll video ads, a daily blog and tweets. They will be able to track the site’s effectiveness by seeing how many visitors click through to purchase their products. InStyle will not get a share of revenue from the products sold, as MediaWeek reported.

UK: Lads’ mag Zoo releases 3D cover featuring scantily-clad babe

Weekly lads’ magazine Zoo is to publish a 3D version this week in print and online.  The Bauer Media title has 21 pages of 3D editorial and 13 pages of 3D advertising from companies including HMV, Sega, Warner Bros, Unilever’s Peperami brand and the Procter & Gamble products Pringles and Shockwaves. Buyers of this week’s copy of Zoo will receive a pair of 3D glasses to view the content.  Online 3D content is available via PC or mobile at zootoday.com.

Geoff Campbell, Managing Director of Zoo magazine, commented: “there’s a huge amount of interest in 3D at the moment and while other magazines may have produced 3D editorial before, we wanted to bring something really exceptional and innovative to this market. We’ve delivered a complete 3D experience for the brand across all its platforms, and we have done this – as no other magazine before – with the support of advertisers who were, like us, keen to create something really different in such a hotly contested market.”

More marketing info on Zoo on the publisher’s dedicated page.