Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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PERSPECTIVE But The Week Junior's launch sounded risky on paper. We were going after an audience of which we had little experi- ence. The idea of selling sub- scriptions for news maga- zines to eight to 14-year-olds sounded a bit uninspiring, too. We knew we had The Week's brand to back it up, but that halo would only last so long. The launch stopped feeling so risky, though, when we showed early dummies to children—they simply loved it. The response was excep- tional; they literally dropped what they were doing and be- gan reading it. Prior to its November 2015 launch, the magazine sold an extraordinary 3,000 subscriptions without any consumers seeing a copy. We then launched and within three months had 10,000 subscribers. By Christmas 2016 we had 26,721 subscribers. All of the subscription metrics were better than anything we'd ever seen at Dennis Publishing. It's grown faster than The Week ever did, pretty much growing three times as fast. For Christmas 2016 we saw more than 5,000 new subscriptions sold, while The Week Junior 2017 Annual sold 14,000 copies. By the end of January 2017, the magazine had 33,142 subscribers—a fifth of the size of its parent title in just over a year. It's grown like wildfire and continues to grow. Its innovative content shows just how print continues to be a devastatingly effective medium when done right. this even though marketing to children is tough. The main route has tra- ditionally been television and this is an expensive, short-term marketing approach—largely used to drive retail and pester power. So we decided to start by tar- geting parents and simply trust the product to create interest. Our campaign featured photos of smart kids calmly enjoying the magazine, and we positioned the title as a safe and trusted entry point to understand- ing the world. Much of our efforts went on- line, with subscriptions being generated by all sorts of routes (including selling sub- scriptions on Instagram, a first for Dennis and perhaps the industry). We also created a cinema advertising campaign that ran at weekends and holidays before children's movies. We went where we could find fami- lies together and sampled the title: places like airports, museums, festivals and exhi- bitions. The brand and magazine is designed to fit into a family's life, to become part of the weekend rituals. The significance of a child receiving a package addressed to them ev- ery week should not be underestimated; it's exciting and personal. The reading of The Week Junior becomes a weekly routine and joy for its young readers. It's also a joy and privilege to publish. It's grown like wildfire and continues to grow. Its innovative content shows just how print continues to be a devastatingly effective medium when done right. AWE 2017 278 We achieved

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