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.”