MEDIA: Design choice/Heartland

I find it incredible that the Conservative Party has never before

had a party magazine. Perhaps deep in the party’s history there was one

but certainly this is presented as a first.

And hats off for taking the plunge. Having a vehicle for reinforcing

loyalty among your core audience is not a bad idea - especially when you

are trying to stage a comeback.

What an opportunity to demonstrate a fresh approach. Unfortunately

someone spotted a different opportunity - fundraising. At every turn

loyal party members can help contribute to the party coffers. ’Become a

millennium member’, ’leave a legacy’, ’generate funds by saving money on

your telephone calls’. There is nothing wrong with fundraising, and the

Conservative Party clearly knows who its heartland is, but so naked is

it in its ambition that there is little room for anything else.

Contributions from Marco Pierre White and Frederick Forsyth pop up from

the surrounding ads, while the only heavyweight politician to put his

name to paper comes on the last page in the guise of Michael Ancram.

Of course the good thing about first editions is that they are first

editions. A vehicle is now in place, it just needs some readjustment.

This article was first published on Marketing