DIARY: ICE TO ESKIMOS - Car advertisers zoom into Hello! as hard graft pays off

Nathan Kosky worked like a trooper to bump up Hello!’s automobile clients.

Nathan Kosky worked like a trooper to bump up Hello!’s automobile

clients.



’It’s a pity I left Hello! when I did,’ says Kosky, who recently took up

a post as senior account manager at internet sales house 24/7. ’The car

ads I’d worked so hard to secure had just started to roll in. I missed

out on taking the credit for them.’



Hello! was never a key publication for car makers, but Kosky spent three

years changing all that.



’I used to go to the Geneva and London Motor Shows trying to convince

manufacturers that we took car advertisers seriously.’



It helped that he had access to some killer research that enabled

Hello!



to demonstrate its response rates to ads. ’We knew exactly how many

people saw our ads, which was a good way of getting motor manufacturers

to talk to us. Then it was down to negotiation.’



Kosky knew he’d cracked it when he got Mercedes into the magazine.

’Vauxhall was also a coup, because it hadn’t advertised in Hello! for a

very long time. Increasing the number of car advertisers was probably my

proudest achievement at the title.’



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