Many magazines have diversified away from traditional advertising to promote themselves to new readers. Media Week presents some of the most innovative examples from the first six months of the year.
Wired magazine ran a £250,000 advertising campaign around its first anniversary issue in April, which included mobile messages that “self-destructed”. The title also ran a “scratch off” cover in June.
See more at MediaWeek
Condé Nast is to launch its first advertising campaign to promote Wired.co.uk in a tie-up with the French outdoor ad giant JCDecaux.
The campaign uses editorial from Wired magazine, the monthly technology title launched by Condé Nast in April last year, which will run on digital screens and poster sites at national railway stations and screens across London.
The ads, created by agency Hurrell Moseley Dawson Grimmer, feature quirky factoids from the Wired Index, such as the number of bagel-related injuries in the US last year (1,979) or the proportion of UK divorce petitions citing Facebook as a factor (an unlikely 19.78%).
The ads run with the strapline "Get smarter with the Wired Index" and a reference to Wired.co.uk.
"Making use of the clever engaging content Wired offers, this 'brain food' project will really stand out," said Jean Faulkner, marketing director for Condé Nast.
Wired.co.uk, which launched at the same time as the UK edition of the magazine in April last year, has around 300,000 unique monthly users. The most recent Audit Bureau of Circulation figures for the monthly title showed sales of 48,275.
See the article at The Guardian
Greg Grimmer, partner, Hurrell Moseley Dawson & Grimmer, argues that real-time linear television broadcasting has been the real dominant force of the World Cup, not social media updates...
So, its finally over. The hype, the brouhaha, the noise, the cheating, the lies, the endless senseless babble, it is no more.
No more will we have to face the onslaught from print and broadcast journalists about the enormous effect that the web (and Twitter in particular) has had on this year's football shindig in South Africa, the bastions of old media will have to wait for the next big occasion to blow their Vuvuzelas' in support.
May's election was a similar story, you couldn't open a newspaper or turn on a television set without being bombarded by the number of relevant tweets and twitters that had been typing away about the day's coverage.
However, what has struck me during both these events is not the fact that people are using the real-time web properties of Facebook, Twitter and 4square to update their friends, followers and fawning acolytes of their views, observations, and insights in to the travails of Maradona and co. But instead it is the fact that both with the election (for the first time?) and with the World Cup (to a greater extent than ever before?) it has been real-time linear televisionbroadcasting that has been the real dominant force of the big occasion.
Unless you were either a politician or political journalist analysing the micro-performance of the party leaders, the election debate was a must-see real-time occasion that didn't have people pre-programming their Sky+ box in a way they do religiously for 24 or The Wire. Likewise, with sixty four games coming at you daily from the rainbow nation over the last four weeks, whether you were watching Brazil v Holland or Germany v Argentina, it didn't matter as long as you were watching it in real-time and in good company. With evening highlights programmes to catch up on what you missed during the day, the domination of linear viewing was in hindsight both an obvious result of the scheduling and an Englandesque defeat for those naysayers predicting the demise of both linear viewing and terrestrial free-to-air television.
The truth of the matter is the live election debates and the World Cup were excellent examples of how people will use multi-screen experiences to share their feelings, prejudices and humour.
We are all slowly turning into David Bowie in 'A Man who Fell to Earth' - for those with no Sci-Fi knowledge or not of a certain age, Bowie played an alien who amazed his earthling captors by being able to assimilate data from the simultaneous broadcast of a wall of television screens, not unlike my teenage son's bedroom (replete with Xbox, TV, Skye and mobile being consumed concurrently).
Like Pulpo Paul, the psychic Octopus - which is still trending on Twitter - I will make a prediction...
For a good time to come (and certainly in another four years where I can confidently predict an election and a World Cup), whenever an event can be watched in a bar with alcohol, the opportunity to watch in a mass audience will be taken up by a huge number of potential viewers and this will far out-weigh those that will chose to time-shift the event to watch in a convenient one-to-one viewing experience.
On a slightly different note and with no stats to back it up, I will lay a bet that a huge percentage to of the 250,000 people in the Madrid fan park tweeted or updated their status with something along the lines of "Estupendo!!!!! España Campeones del mundo!!!!!"
What is it with social media and exclamation marks? That social comment will have to be the subject of another column...
LONDON - Wired magazine has launched a £250,000 advertising campaign for its first anniversary, which includes mobile messages that "self-destruct".
The Condé Nast technology title appointed Ogilvy to create the mobile campaign whereby a text, dubbed a ‘safe text’ disappears to reveal the anniversary issue cover of Wired.
The texts work on any mobile and, after registering, users can send up to 10 free "safe texts" per day.
The outdoor, print and other digital elements of the campaign are created by Hurrell Moseley Dawson & Grimmer, the agency behind the magazine's original launch campaign.
The tagline for the campaign's safe texts 'The future can be erased' is created by Hurrell Mosely Dawson & Grimmer and the agency's digital outdoor creative reveals the line 'The future is under construction' which appears for 20 seconds.
The digital outdoor campaign for the May birthday issue will incorporate giant Transvision screens and digital LCD six-sheets at 16 national mainline stations, including nine in London, and runs from April 6th.
The anniversary issue is out today and is also supported by ads (up from today) on the Premier Ocean sites at Holland Park Roundabout, the Two Towers site on the A4, and Eat Street, the new digital site that can carry animation at London's Westfield.
Online anniversary activity will include a Wired digital sampler distributed via the Condé Nast sites, as well as via an email and online campaign, giving a taster of the May issue and a selection of the highlights from Wired during the launch year.
There is also an online ad campaign using the creative 'The Future is just a click away'.
The outdoor activity will be replicated to support the June, September and December issues of Wired.
M2M handled the media planning and buying for the campaign.
Wired had a target circulation of 50,000 at its launch and, after a full year of publishing, looks on course to reach this figure, falling just short with its debut ABC circulation released in February of 48,275 (including 10,000 bulk copies).
Ancestry.co.uk, ranked the UK’s Number One Lifestyle-Family website* by Hitwise, will launch its first television advertising campaign, airing from mid-September.
Earlier this year, Ancestry selected Hurrell, Moseley, Dawson & Grimmer (HMDG) to overhaul the brands online and offline campaigns, including all TV advertising.
The ad is built around a ‘then and now’ scenario, depicting people in period dress waiting in modern day settings to be found by their living descendants.
Ancestry.co.uk Managing Director Olivier Van Calster comments: “We have now reached the right time in the growth of our business to introduce TV-led brand advertising.
“We are confident that it is the correct media through which to build our brand and business, and especially given that the UK has been the pioneer of fact-based family history television content with programmes such as the internationally franchised ‘Who Do You Think You Are?’, now in its sixth year and a strong reminder of the ongoing interest in UK family history.”
The UK family history website has grown its subscriber base to more than 200,000 since 2004, making it one of the largest online subscription businesses in the UK.
The Ancestry network of nine family history websites offers members access to four billion family history records and an online community of over one million people actively researching their family history.
