Dennis Publishing has lifted the lid on its women’s launch PS,
revealing a catalogue/magazine hybrid from which readers can order any
As a result, more than 30 pages of advertorial-style coverage will be
available to advertisers.
Dennis is aiming PS - which launches on 24 February with a heavyweight
marketing push - at ABC1, style-conscious women who don’t have time to
traipse around high street shops.
Aside from fashion, the bi-monthly, oversize A4 magazine will feature
gardening, food, travel, beauty and interiors. PS will have a cover
price of pounds 2 and an initial print run of 100,000.
Every item included in the magazine - from cushion covers to lipstick -
will be accompanied by a home delivery telephone number or a website
address from which it can be purchased.
Advertisers will have the chance to buy editorial-style pages called
Directions, which will tie in with the theme of the magazine. The pages
will be recognisable as ads by a band running across the base containing
the company logo and e-mail address or phone number.
Dennis is selling packages of four, eight and 16 Directions - largely to
companies like Marks & Spencer and Next which have mail-order operations
- but clients can purchase more than one set.
Annette Burns, group sales director for Dennis’s consumer titles, is
overseeing sales for PS. Directions will be sold by a client sales team
led by Dennis’s former business development manager Tracey Davies, while
ex-Emap Elan advertisement manager Helen Green will court traditional
brand advertisers like Clairol.
Dennis has built a corresponding shopping website which will act as a
gateway to the sites of companies featured in the magazine. Companies
signing up for Directions can advertise for free on the site.
Dennis is spending pounds 1.5 million on a launch campaign for PS. Jones
Britton Breckon has bought TV spots for the night before the launch on
ITV, GMTV and satellite. Ads have also been placed in the weekend
magazine supplements of the Daily Mail and The Express.
Additionally, there will be a million door-drops in Greater London and
400,000 direct-mail packs will be distributed. Promotions across the UK
- from plasma screens to bins in supermarkets - are also being