Saturday 18 November 2017

Glossy magazine debut reaches 21,000 circulation as it links print, digital and TV

Xposé presenters Karen Koster and Lisa Cannon
Xposé presenters Karen Koster and Lisa Cannon

XPOSÉ magazine, a joint initiative between TV3 Group and Zahra Media Group, has has had a strong beginning, with ABC figures revealing that it has a circulation of 21,000 for its first edition.

The monthly glossy, which aims to bring readers past the velvet rope and closer to the stars with behind-the-scenes content, is a brand extension of the TV3 show 'Xposé', which reaches over 770,000 viewers every week.

Showcasing the latest catwalk looks, style tips from leading industry experts and how to get that A-list look on a budget, the publication claims to offer a "unique reading experience, unlike any other Irish magazine".

The total average circulation from January to December 2012 was 21,062, making it the fifth-highest-circulating magazine in its category and the eighth-highest magazine in Ireland.

FIPP research shows that when combined with TV, magazine advertising increases brand awareness by 53pc and purchase intent by 44pc.

Advertising in both the show and the magazine extends the campaign and allows viewers to enjoy the content in further depth and at their leisure – people spend on average 54 minutes reading a magazine.

A digital edition was launched simultaneously to the printed version, while also linking directly to interviews and clips that were previously on air.

The digital edition will be upgraded in April to offer a "completely interactive, rich-content version, making this the first time in Ireland that a brand has been extended in this way and giving readers and viewers a completely unique experience".

TV3 marketing director Deirdre Macklin said: "We are delighted with the success of 'Xposé' magazine. To sell 21,000 copies in the first edition is a fantastic achievement that bodes well for the future.

"We're looking forward to the launch of the new, interactive digital version that not only offers a richer experience for our readers, it also provides a wealth of unique and interesting opportunities for our advertisers."

The managing director of Zahra Media Group, Gina Miltiadou, said: "Xposé is a strong brand with a loyal audience, so it made perfect sense to extend the show into a magazine – giving viewers more of the content that they love, and more."

Tullamore Dew takes hold in US

TULLAMORE Dew has recruited five local brand ambassadors to market and promote the whiskey in the US market. The new recruits were relocated to cities across the US prior to an intensive St Patrick's Day marketing campaign by the company.

The ambassadors will be spreading the message of 'Irish True', a campaign aimed at cementing the spirit's position as the world's second-largest-selling Irish whiskey.

The five people were recruited through IBEC's export-orientation programme (EOP).

Following a comprehensive training programme, the Tullamore Dew recruits will now embark on a series of marketing assignments for the brand in San Francisco, Dallas, New York, Philadelphia and Chicago.

The team will focus on building brand awareness for Tullamore Dew among trade partners, promoting the whiskey and communicating its distinctive heritage and blend to bar managers.

The five new recruits are: Grace Conway, Dublin; Katie Loane, Cork; Jane Maher, Kilkenny; Kevin Pigott, Athlone; and Maurice Power, Tramore.

Tullamore Dew is owned by Scottish distillers William Grant & Sons.

€4m January spend on outdoor formats

FIGURES published by OMA/Nielsen have shown an increase of 12pc in out of home (OOH) advertising here in January 2013 compared to the same month last year, with over €4m spent by brands on outdoor formats such as billboards, transport, digital and six sheets, such as bus shelters.

The largest percentage increase by sector was cosmetics and toiletries, which saw a 450pc increase in spend, accounting for almost 8pc of all OOH advertising in January.

Irish Independent

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