The Week magazine launches $2m marketing campaign

The Week magazine has launched a $2 million marketing campaign with an emphasis on attracting younger readers.

Under the new brand proposition “You’re too busy not to read it” , the campaign will include online and outdoor activity on buses and train station billboards for a month with inserts in metro newspapers and direct mail running until the end of the year.  

The campaign was developed by US Sydney with media by Razor and PR by Dennis Rutzou Public Relations.

GM of US Sydney Ryan Bernal told Mumbrella the magazine isn’t for the “unintelligent to get ahead”.

“It’s an intelligent read for smart people. We know how little time people have so this is a way for smart people to get their round-up of news.”

The magazine, published each Friday, is a round-up and discussion of the world’s biggest news stories of the last seven days.

Bernal said the goal was to first increase subscriptions and to attract a younger audience.

“It hasn’t done major above-the-line work previously and the people who actually read it, love it and those people to date have been an older demographic,” he said.

Rebecca Bradberry, marketing director of The Week said: “We want to communicate to the younger audience who we know would benefit from The Week’s concise and engaging format, but perhaps isn’t aware of us from our previous marketing activity.”

Comments


  1. dino
    29 Jun 11
    11:48 am

  2. if they want to reach a younger demographic….. go digital der

  3. Keith
    29 Jun 11
    12:12 pm

  4. I read it on occasions, although I’m not entirely certain I’m the intelligent, discerning subscriber they’re pitching for. A lot of it’s just rehashed stuff they take from the Oz, SMH and the Tele and overseas stuff that you can read on any news website (if you’re so inclined). It always leaves me with this feeling of “I just paid money to re-read stuff I read last week.” More fool me, really.

  5. Fiona
    29 Jun 11
    12:15 pm

  6. I subscribed to The Week for a trial when it first came out, but didn’t continue. I felt that it packed in too much text on each page, which put me off wading through it.

    The content was also quite ‘blokey’, with lots of sporting coverage, other editorial and ads skewed towards men. They want a younger audience, they should also be trying to get more female readers. This DOESN’T mean beauty and weight loss tips (!!) but rather including editorial and ads that appeal equally to men and women.

  7. Thomas Dodson
    29 Jun 11
    2:07 pm

  8. I dont know, guys, I alsways really enjoy the week. Its a good way to see the different sides of the stories… How the issue is reported from 4 or 5 different newpapers with left and right slants.

    I always buy it- although I dont currently have a subscription.

  9. sven
    29 Jun 11
    2:35 pm

  10. i subscribe, i think it’s well-written and well-curated and is a good way to catch up on last week’s less important news along with broader perspectives

    last time i looked, trains and buses were especially well-patronised by younger folk so perhaps the media plan isn’t as silly as Dino thinks? (and some even still read newspapers and deign to open snail-mail – who would have thought!)

    der indeed

  11. JHG
    29 Jun 11
    3:55 pm

  12. If they’re trying to get new readers then surely this is a fail? I have no idea what The Week is and these ads tell me nothing about its content or style…unless the answer to both is “boring” because that’s all I get from the images.

  13. Bill Posters
    29 Jun 11
    9:58 pm

  14. Hey, knocking off other people’s yarns – sorry, “aggregation” – works on the web, why not on paper where ad rates are 10 times higher?