Fairfax uses David Droga for newspaper magazine trade push
Fairfax Media has kicked off a national trade advertising campaign promoting its insert magazines portfolio and the “hard-to-reach” audience it provides to advertisers.
The campaign, which includes a shot of adman David Droga from the front cover of the Financial review Magazine (right), highlights the portfolio, which includes Good Weekend, AFR Magazine, BOSS Magazine, Sunday Life, Life & Leisure Luxury and Life & Leisure The Sophisticated Traveller.
The publisher claims these titles reach a combined audience of 1.7 million.
It is the latest push by print publishers keen to halt the decline in advertising revenues, and follows on from a combined push to promote the new EMMA readership metric.
Fairfax Media group sales director Ed Harrison said: “Our newspaper inserted magazine portfolio delivers high value to advertisers, and our magazines enjoy an avid audience who are actively engaged in the content they read and the brands they are exposed to in them.”
The campaign draws on research Fairfax Media conducted via an independent reader panel which found that 50 per cent of readers believe Fairfax’s newspaper magazines brands add credibility to advertising and almost 70 per cent of readers have taken action as a result of seeing an ad in one of Fairfax’s magazines.
The campaign consists of four creative executions that will run across the Australian Financial Review and trade media.
Credits:
- Art direction: Fairfax Media
- Copy: TBWA
Fairfax’s magazine stable is truly excellent. It’s a shame it doesn’t get the love it deserves. AFR mag, GW and Life & Leisure are first-rate publications. Coincidentally I was reading a print version of the SMH in a cafe this morning and it’s become one long tired predictable yawn – Abbott bashing, exhausted Ashes reviews and some cutesy thing on endangered numbats. I tell you what is really tired – their Tuesday food section. New writers and reviewers urgently required, please….