Campaign Press Awards Silver Anniversary 1998 - Sponsor Profiles - Best Use of Photography - OK! Magazine

Northern & Shell, Britain’s leading independent publisher, is a group which continually strives for, and thrives on, success.

Northern & Shell, Britain’s leading independent publisher, is a

group which continually strives for, and thrives on, success.



OK! Magazine has gone from strength to strength since its launch in

1993.



Entering the market as a monthly publication, it became firmly

established as an editorial force and an advertising medium. The

transition to weekly frequency has been an unprecedented achievement and

established OK! as the fastest-growing title in the women’s interest

market.



Our success stems from the desire to produce a winning product, coupled

with continual investment and hard work from everybody involved. We have

invested in our printing processes, heavy glossy paper, quality

exclusive celebrity stories, a first-rate editorial team and, of course,

the finest photography.



In our commitment to buying world exclusive stories, we have, at times,

spent more than dollars 2 million on an exclusive story and photographs.

For example, we were the first to show the world Pamela Anderson’s new

baby, Michael Jackson’s new baby, the first to be invited to Richard and

Judy’s new London home, the first to speak to Paula Yates with Tiger

Lily following the death of Michael Hutchence, and most recently, the

first to be invited into the Jaggers’ home to talk to Jerry with her new

baby and other children.



Combining an aspirational approach with features on the stars people

really want to see, we have created an upmarket, glossy celebrity

magazine with immediacy and relevance. Alongside this we have

established a first-class advertisement sales team and have, as a

result, seen ad revenues on OK! more than quadruple.



So we celebrate our second year as a weekly publication with the highest

percentage increase in circulation of any consumer title - an 87 per

cent increase in our six-month ABC figure, with the July-December 1997

figure coming in at 226,504.



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