CAMPAIGNS: MAGAZINE LAUNCH; Fanfare for the common man’

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

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.



Objectives



To achieve blanket media coverage of Extract as a style magazine with a

difference to help to boost copy sales of the magazine.



Tactics



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.



Results



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.



Verdict



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

sold.



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