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Our weekday lives are hectic. We consume 300% more information than we did 50 years ago. Every day we are exposed to thousands of messages. Our brains simply cannot process this much information so how can advertising be expected to cut through the clutter?
This was the problem facing News Magazines. Gen.a was engaged to reposition Newspaper Inserted Magazines (NIMs – News Magazines) in the minds of media buyers as an effective and engaging way of connecting with their target audience. It was also an opportunity for News Magazines to highlight their new structure that would deliver a simplified purchasing process for media buyers.
The concept was born from the idea that a weekend headspace equals effective ad space.
Newspapers are an essential part of the weekend ritual and the inserted magazines are a valued component of the host newspaper, informing and entertaining readers when they are relaxed and in a weekend headspace.
NIMs combine the immediacy and credibility of newspapers with the stimulation and visual appeal of magazines therefore delivering a unique advertising proposition.
Gen.a worked with News Magazines to develop a sales kit for media buyers, the focus of which was a printed leave behind that played on the idea of ‘inserting’ key messages within a weekend headspaces.
The outer booklet was a visually rich and emotive piece that transported the reader into the weekend, while the inner booklet presented information to media buyuers in a clear, concise amnd visually appealing way. The printed booklets were supported with a 90-second sizzle reel that helped bring the presentations to life.
According to NIMS, the presentations were a resounding success. News Magazines saw noticeably strengthened relationships with key clients.