Client: Extract Enterprises
Campaign: Launch of Extract magazine
PR Team: Independent PR consultant Daniella Anselm
Time scale: June to September 1996
Budget: pounds 40,000
New independent publisher Extract Enterprises, started by the multi-
talented Ben Arogundade, wanted to launch Extract magazine into the
fiercely competitive monthly consumer magazine market on 27 June.
Extract, which is published, edited and art directed by Arogundade, is
based on new concept - that of a style magazine without celebrities.
To achieve blanket media coverage of Extract as a style magazine with a
difference to help to boost copy sales of the magazine.
The campaign started two weeks prior to the magazine’s launch when
Anselm developed a media relations campaign aimed at the trade press and
national media to promote the concept of the magazine.
She focused on the concept of the growing popularity of non-celebrities
in the media by referring to the increased use of video diary programmes
on television, radio phone-ins and Internet technology.
The second stage of the campaign involved generating publicity on the
back of the powerful advertising campaign created by top London agency
Abbott Mead Vickers BBDO, which featured real taped interviews with two
female class A drug users as they took their latest fix. It also
featured recordings of real conversations with telephone prostitutes who
talk explicitly about their services.
More media coverage was generated when MTV and the Box, which were
scheduled to carry the ads, banned them.
The next stage will focus on generating regional coverage.
The campaign generated a considerable amount of coverage which is
somewhat surprising given the large number of press releases received by
media journalists each week about pending magazine launches.
All the key targets, such as the Guardian’s media page, UK Press
Gazette, Campaign and Time Out ran pieces on the launch. Radio stations
GLR, Viva and Kiss FM carried the story. However, apart from Channel
4’s Big Breakfast which covered the story, TV coverage was slim, as many
of the arts programmes which might pick up on new style magazines were
not on air in June.
The stories generated were largely positive and picked up on, and
discussed, the theme of non-celebrities and real people. As an added
bonus, coverage was also generated when journalists accused i-D of
copying Extract’s cover and ran photos of both magazine covers. However,
given the recent ban by some newspapers and magazines on carrying
stories about controversial ad campaigns which have been banned, Extract
may find it hard to use this tactic twice.
The extent and quality of coverage was certainly extensive, even Extract
editor Ben Arogundade said Anselm had exceeded his brief.
The coverage that appeared was positive and worked well as it was put in
a wider context - celebrities versus real people in the media. Had the
magazine been promoted as simply a new launch by a new publisher, as
most magazines are, then it undoubtedly would have generated only a
fraction of the publicity it has. But the final proof is in the sales
figures. Arogundade says around 38,500 of the 50,000 print run have been