Summer Time Magazine
2017 Finalist

Summer Time Magazine

NewsLocal

Surry Hills, Australia

Category New Print Product

Media associated with this campaign

Overview of this campaign

The objectives of the Summer Time magazine were to;

  • utilise audience insights to deliver a product that was relevant to readers and advertisers
  • grow incremental revenue and attract prestige lifestyle advertisers
  • supplement our traditional newspapers with a seasonal magazine that included relevant and hyperlocal content suited to a highly affluent audience
  • experiment with a smaller size product with higher quality stock, resulting in a longer lasting product designed to linger throughout the summer period
  • build out a digital solution and social media strategy to accompany the launch and content of the magazine

Although the magazine was being onserted to a number of our publications, and therefore would be distributed through our main distribution channel, it was important to communicate to our readers in advance that the magazine would feature a different content mix than their host product.

We also experimented with alternative distribution strategies; sampling with walking boards and distributing free copies throughout the CBD in cafes and venues.

The marketing and communication objectives were to;

  • pre-promote and create awareness of the NewsLocal Summer Time magazine to existing readers
  • reach non-readers through other mediums that the magazine targets, who may not currently read our products to encourage them to pick up the magazine
  • engage a lapsed audience to pick up their local paper and Summer Time magazine on the day it is distributed
  • explore alternative distribution methods for Inner City suburbs and Manly
  • create awareness of Summer Time and NewsLocal’s seasonal magazine series to trade media, agencies and direct advertising clients

Results for this campaign

The Summer Time magazine was a success from both an audience and advertising perspective.

  • The content mix of the magazine was spot on with focus group participants saying the addition of the magazine added a “fresh, premium reading experience” and reengaged some lapsed readers, especially the ‘What’s on’ event based content
  • In total 225,000 copies were distributed through our traditional newspaper home delivery channel, with an additional 7000 copies distributed through sampling and venue pick up
  • Over $50k incremental revenue was booked into the publication and our advertisers saw a direct increase in sales as a result
  • Our pre-promote house advertising schedule alongside editorial pointers created awareness of the product a week prior to launch
  • The paid social media advertising reached 318,891 people, with an ad recall lift of 22,660 people
  • Supplementary digital content saw 10,979 page views with 9,013 UBs
  • The digital replicas of the magazine saw 3,084 impressions with an average read time of 4 minutes 50 seconds
  • Our media release resulted in 3 pieces of coverage across trade publications
  • Client gifts were well received

On the back of the initial success with Summer Time, we have produced a custom publishing calendar that will deliver four seasonal magazines over the next 12 months. 


Contact

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