Woman’s Day gets refresh and first ad campaign in five years
ACP Magazines has refreshed the design of Woman’s Day and is backing the move with a consumer ad campaign created by Banjo using the Buddy Holly song Everyday.
Woman’s Day is Australia’s highest selling woman’s weekly. In the latest Audit Bureau of Circulations numbers, it sold an average of 400,015 copies – down nearly 2% of the previous year.
The Banjo ad was produced by Photoplay films and directed by Diamond Dogs.
Phil Scott, ACP Magazines’ group publishing director, 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.”
He said that ACP was also investing behind the scenes in monthly stablemate The Australian Women’s Weekly.
Woman’s Day editor Fiona Connolly said: “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.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Shit
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So all they offer is celebs and puzzles, how exciting
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What drugs was this director on? I like New Idea’s TVC better.
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Hmmmm……puzzles, celebrities, oprah, lycra pants and glitter ….. not so everyday for most aussie women I would think? Get real!
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I can’t wait for the PR release to find out what the idea was!
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It just doesn’t seem right.
It’sa little wacky and cheesy, doesn’t flow with the Woman’s Day more warm and womanly appeal.
It just seems lost….
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This is less about ACP investing in key titles than about ACP priming the pump for a float in mid-2011. Watch for similar efforts to underpin high-profile titles in key markets in an attempt to boost the portfolio and thus maximise the asking price for shares.
Meanwhile, behind the scenes, editorial budgets are being cut deeply to help make the books look that much better – ‘see how little we spend for how many magazines we sell, see how efficient we are’.
This is ALL about making ACP look good for a float, and nothing else. Pity the many mainstream fools who will fall for it.
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The cut away of the furniture/backgrounds is very Old Spice. I bet they’re trying to cultivate a ‘viral’ ad.
Won’t work. Viral campaigns are driven by people, not by company and agency demands.
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What we have here is a Woolworths ad!!!
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That is the worst ad on TV. Shame Shame & Shame.
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Whats with the racks of mens shirts at the start? is this the ‘housewives’ ironing?? Tony Abbott would love it
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hahaha what a cheeky person to say their name is ‘new idea’ that competitor of womans day!
And Jack – interesting about your ACP theory! WOuld they be good shares to buy?
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OMG what a load of rubbish! What happened … did they waste all their bucks on Barry Humphries and now they let the work experience kids bung an add together? Really what are they thinking. Fancy idea’s (Dame Edna) and not soooo fancy ideas … that don’t work in the real world, then it all comes back to the basic magazine formula in the end anyway!
Someone must have had a silver tongue to sell this crock of S..T to the client … Maybe they really are trying to run their mag stable into the ground.
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