Media and publishing: Magazines, periodicals, books

 

Although TV Guide, with a circulation of 9 million and a total readership of 28 million, was ranked in the top three major magazines in 2003, its circulation had dropped 30 percent since 1998. Adding ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of. By 2005, the category had exploded to 21 food and wine magazines sold in supermarkets alone ...

The overall campaign objective was to grow circulation in various European counties with emphasis on converting occasional and potential readers into regular readers. Qualitative research indicated li ...

In the late 1990s and through the turn of the century, the motoring market in the UK was undergoing intense change, with a shakeout promised all round. The rewards to those brands that could stay in t ...

This silver-wining paper examines the long-term success of The Economist's advertising. Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactic ...

For a two year period Cuisine set three marketing objectives, increase circulation, increase the subscription base an increase advertising revenue by specific targets. The results exceeded all the ta ...

Campaign in 1999 by Duckworth Finn Grubb Walters for New Musical Express. Sales were declining and serious competition threatened. Objective: stimulate fans' perception that weekly news on indie music ...

The author, from Hearst Magazines International, describes how his company has developed global business with international brands such as Cosmopolitan.

For the launch of Carling Premier, agency planners sought to harness the productiveness but not the restrictiveness of the creative process. Planning, beyond the provision of strategic thinking, serve ...

Europe-wide campaign for the Economist magazine. How the advertising approach (mainly using pictures, not words) was developed, to appeal to target audiences whose English might be uncertain. A mix of ...

1993 campaign for Book Club Associates (BCA). Objective: to increase members. Qualitative research among non/ex-members showed certain barriers to joining, which advertising could dispel. TV used, tes ...

1988 campaign for the Economist magazine. Development of approach discussed, based on qualitative research. Targeted to business people, using 1) full-page press and posters, plus 2) quality magazines ...

Despite the severe recession during 1988-91, The Economist magazine achieved growth while similar weekly publications -were forced to close or faced huge losses. The distinctive, award-winning print a ...

Launch of Auto Express, an automotive magazine, 1987. First phase, based on qualitative research (described), to position the magazine, establish its personality, develop credibility. 10-second TV com ...

Discusses with a number of examples how a book can be used to underpin advertising campaigns and other marketing efforts: the sort of `sponsored' book that will work, and some successful examples. The ...