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