Mag Bag: 'People StyleWatch' Bows National Ad Campaign

People 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 StyleWatch 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, All You 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 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 and Money magazines.

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 Network

CQ Weekly is joining the Purple Network, an interesting odd-fellow advertising partnership established by The National 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. CQ 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 Beast, in January 2014. Meanwhile, Daily Beast owner IAC is said to be exploring a sale of The Daily Beast.



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