F.Y.I.

Bauer Media partners with Chicane Marketing to launch sample box The Edit for fashion mags

Harper's BazaarBauer Media has partnered with sampling agency Chicane Marketing to launch five sample boxes curated by its young women and fashion magazines Harper’s Bazaar, Cleo, Cosmopolitan, Dolly and Elle.

Called The Edit, the sample boxes will feature a selection of on-trend products, hand-picked each quarter to reflect the “essence” of each magazine brand.

The launch of the sample boxes comes a year after rival publisher Pacific Magazines launched The Parcel for its fashion magazine Marie Claire.

Simon Davies, Bauer Media’s director of media solutions, said in a statement: “We value the tangible impact of sampling and have already had great success with clients investing in our existing sampling opportunities such as our Royal Show showbags, which reach over 100,000 reader’s nation-wide each year. This is a great addition to our sales portfolio and another exciting way for our commercial partners to connect their product with Australian women.”

For advertisers, The Edit offers an opportunity to place new products into the hands of consumers. The sample boxes will initially be available to subscribers of Bauer Media’s fashion and young women’s titles

 

Brendan Williams, director of Chicane Marketing, said in a statement: “As Bauer Media’s sampling agency, we are thrilled to be a part of this new project. The Edit epitomises strategic product placement, with the activity’s premise based on connecting brands with loyal magazine readers, whom are actively seeking a sampling experience.

“The exclusive nature of this in-home sampling opportunity is unique as it enables five segmented target markets, each aligned with the magazines, to trial and engage with participating brands. This tailored sampling exercise, coupled with the endorsement from Bauer Media’s revered editorial team, offers an exceptional opportunity for partnership brand marketing.”

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