The background

more magazine is one of the UK's most well-known fortnightly woman's magazine titles, yet its sales have suffered due to an increase in glossy, upmarket titles being launched in the popular weekly format.

The brief

To increase sales by creating standout for the new-look, weekly format in an over-crowded market. To demonstrate the magazine’s more sophisticated look and feel, plus its new weekly presence, without alienating its existing followers or deviating from what sells girls’ magazines – affordability.

Our response

We recognised that all women want a read that is aspirational and sophisticated, but not one that features articles and ideas that are too serious or unobtainable – what they want is glamour and a bit of fun, but also something affordable. Therefore we divided the advertising into two phases.

To maximise sales and get the product into girls’ hands as soon as possible after relaunch, phase one told the story of greater content with a hard-hitting price message. This phase spanned TV, Radio, Press, Email, POS and online advertising to ensure cut through to our audience in all key media territories.

Phase two, which runs next year, will bring to life the new ‘glamourous fun’ positioning.

The results

Sales for the first month of relaunch have exceeded targets with more media yet to go live. Qualitative research has proven the campaign was successful in conveying its core message of weekly and cheaper, whilst tonally appealing to a slightly older audience.