The cover price means readers quite rightly have a sense of ownership of this title
(Vocus) September 26, 2010
A refreshed and re-energised Woman’s Day magazine hits newsstands following the launch last September 19th, of a highly creative and engaging new brand campaign backed with a $4.5 million television schedule covering all capital cities and regional areas.
The 30-second TVC for Australia’s top-circulating and most-read weekly features a woman relaxing with her magazine as the world o of Woman’s Day literally comes to life around her.
Woman’s Day’s key pillars – including food, fashion, celebrity, health, horoscopes and puzzles – are presented in a fun, positive and entertaining way.
Further enhancing the ‘feel-good factor’, the soundtrack uses Buddy Holly’s iconic song, ‘Everyday’, which has been re-recorded using a contemporary female voice.
Created by advertising agency, Banjo, and produced by Photoplay films, the TVC is directed by creative whiz kids, Diamond Dogs, whose previous work includes the Robbie Williams film clip ‘You Know Me’ as well as big UK set p productions.
The campaign underscores the e emotional connection readers have with their favourite magazine and reiterates why Woman’s Day is such a valued part of their lives.
Woman’s Day is already Australia’s No. 1 weekly magazine by an overwhelming margin, attracting a whopping 512,000 more readers every week than New Idea and selling 960,000 more copies than the challenger in the April to June 20 010 audit period*.
To maintain that leadership, ACP P continues to invest in its brands
ACP Magazines Group Publishing Director, Phil Scott, said: “Magazines are constantly evolving to meet the needs and interests of readers. As a result of the global financial crisis, consumer attitudes have changed. They are looking for different information and experiences.
“We have invested in extensive research and findings from the focus groups, combined with our own insights, are currently being incorporated across a number of our magazines. Woman’s Day’s refresh and first major new brand campaign in five years are all about ACP investing in its key titles.”
Mr Scott said ACP had already seen strong early results for the NW refresh and brand campaign launched in late August and expected similar success for Woman’s Day.
He added the company was also working on major initiatives for The Australian Women’s Weekly and other big selling mastheads that w would be unveiled later this year.
The new Woman’s Day brand campaign complements a more positive and entertaining magazine with the emphasis on Australian cover exclusives, unpredictable celebrity news and an expanded and more informative food, fashion and lifestyle section.
An impressive contributor line-up includes Jennene Plummer (food), Mary Zavaglia (beauty), Dr. Chris Brown (pets), Jody Rigby (gardens) and Jane Worthington (health).
Woman’s Day readers can also look forward to a new entertainment section, ‘Switched On’, with five pages a week dedicated to the latest TV, film and music news.
“Our readers are telling us they love being inspired by amazing Aussie stories and breaking entertainment news features. We work hard to secure the top stories and present them to our readers in a well researched and comprehensive way. We also know that our readers love the variety they get from their Woman’s Day, so from front to back we’re continuing to entertain and inform them on every page. The new brand campaign reflects the broad range of the magazine’s content in a creative and exciting way and we are looking forward to feedback from our readers,” said Woman’s Day editor, Fiona Connolly.
Connolly, a former newspaper journalist who took the reins at Woman’s Day in April, 2009, has been extremely successful with strong local and exclusive news stories. Examples include the Lara Bingle mobile phone nude photo scandal that shocked the nation and made front page headlines on almost every newspaper and news program across the country and of course the extraordinary ‘Hey Dad’ scandal, which the magazine broke.
Other successful cover exclusives include the recent interview with Jamie Durie’s gorgeous teenage daughter, Taylor, Tamara Jaber’s first post-separation interview and Lindy Chamberlain’s return to The Rock, 30 years on.
“The cover price means readers quite rightly have a sense of ownership of this title,” said Peter Holder, Publisher – ACP Weekly Titles. “We’ve taken the time to find out what the readers like and dislike and it’s now our job to deliver on those findings. It’s their Day, after all, and it is our plan to make it brighter.”
The TVC can be seen at:
*Source: ABC Apr-Jun 10; Roy Morgan Readership Survey Jul 09-Jun10