CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

Every Thursday, Campaign is full of ads from various magazines, newspapers and publishing houses, each competing for advertisers’ business by claiming to have higher and wider readership than the other or banging on about circulation figures.

Every Thursday, Campaign is full of ads from various magazines,

newspapers and publishing houses, each competing for advertisers’

business by claiming to have higher and wider readership than the other

or banging on about circulation figures.



Now, I’m no hotshot media buyer whizzkid or anything, but surely the

most cost-effective place to stick your ad is in Razzle. I mean, in what

other magazine could you buy a half-page inside cover in 1978 and still

be taking hits off it two decades later? See, the great thing about

pornographic magazines is that they never get thrown away, they just get

passed on.



Think about it - one copy of Razzle can change hands literally hundreds

of times in its lifetime.



It could start off hidden away in the bottom of a businessman’s

briefcase and end up being exchanged for a Dairylea Triangle in a school

playground.



The sheer brilliance of the idea only hit home the other night when I

was thumbing through a copy I just happened to have lying around the

flat.



I innocently dialled a number on the bottom of a rather compelling

direct response ad, only to be told by a bemused BT operator that they

stopped making the Triumph Dolomite some 25 years ago. So, sod the

so-called men’s style press, pump your entire budget into Big ’n’

Bouncy.



And, unless you’re unfortunate enough to end up with an insertion that

falls slap bang in the middle of the ’One For The Ladies’ section,

you’ll be guaranteed a steady flow of 11- to 65-year-old males for years

to come.



Send your rants to Diary Editor, Campaign, 174 Hammersmith Road, London

W6 7JP.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).