StyleWatch Bows National Ad Campaign
With Time Inc. preparing to be spun off from Time Warner, strategic moves are coming fast and furious. Most recently, People
unveiled a national advertising campaign in conjunction with its October 2013 issue, focused on making fashion and beauty trends accessible and affordable.
The ad campaign
features four different creative treatments with two taglines. The first, “More Trend Less Spend,” emphasizes the magazine’s coverage of a range of merchandise at differing price
points. “Get Your Style Rush” plays on the magazine’s variety of fashion and beauty styles, prices, and sizes, plus tips on where to buy and how to wear it.
The ads will
appear nationwide in malls, billboards, bus shelters and taxi tops, as well as in the October issues of Time Inc. titles including InStyle, Entertainment Weekly, People, People en Español,
and Real Simple
. The campaign will also take over a digital billboard in New York’s Times Square for two weeks from Sept.16-28.
The campaign aims to build on the
momentum established with the magazine’s September issue -- its biggest ever with 190 ad pages.
As noted, Time Inc. has been in a flurry of activity. Also this week, People
unveiled plans for a new subscription model, according to Folio
, with a tiered plan including a $10 annual subscription to its CelebFood and CelebWatch apps -- intended to entice younger
readers into People
’s editorial universe. There’s also a new $132 combined print and digital subscription, and a $200 annual subscription that also includes new online content, a
six-month gift subscription for a friend, and gift boxes.
Time Inc. also announced that it withdrawing from its CNNmoney.com partnership with CNN, effective May 2014, as first reported by
the New York Post
; the publisher plans to create new, independent Web sites for Fortune
Also this week, Time Inc. announced the acquisition
of all of American Express Publishing’s magazines, including Travel + Leisure, Food & Wine, Departures, Executive Travel
and Black Ink. CQ Weekly Joins The Purple NetworkCQ Weekly
is joining the Purple Network, an interesting odd-fellow advertising partnership established by The
and National Review
to woo advertisers that are leery of appearing in politically partisan publications. (The thinking being that if you run ads in both conservative and liberal
mags, the political opinions cancel each other out.) CQ Weekly
, which is plainly political but also avowedly non-partisan, provides the third leg of the stool, so to speak.
Publisher Beth Bronder stated: “By combining forces with The Nation
and National Review
, advertisers will not only have the opportunity to reach those in the
halls of Congress and the Administration, but to harness the power of thought leaders from a variety of ideological viewpoints. This is the only advertising broad reach venue available to companies,
nonprofits, and associations that is truly bipartisan.”Real Food Real Kitchens To Launch
This week brought the launch of a new magazine devoted
to ordinary chefs and real-life families, titled Real Food Real Kitchens.
The 132-page glossy magazine is based on the show of the same name created by Craig Chapman and broadcast on Create
TV and Hulu. The magazine, produced in partnership with The Media Source, will be available for $9.99 per issue at Walmart, Sam’s Club, Target, Barnes & Noble, and Books-a-Million, among
other retail outlets.Impoco Named EIC, Newsweek
Jim Impoco has been named editor in chief for Newsweek
. Impoco previously served as enterprise
editor and executive editor at Thomson Reuters Digital. The news comes at former EIC Tina Brown announced that she will leave Newsweek
’s erstwhile publishing partner, The Daily
, in January 2014. Meanwhile, Daily Beast
owner IAC is said to be exploring a sale of The Daily Beast.