i extends reach to primary schools

i, the cut-price 20p digest newspaper, is looking to extend its footprint in education by distributing the title in primary schools.

the i: targets primary school readers
the i: targets primary school readers

The Alexander Lebedev-owned title has a strategy of targeting education channels, and has previously targeted senior schools and universities.

According to Julia Gosling, i's subscription manager, the move into distributing the title in primary schools comes as "one in ten" secondary schools purchase the title.

She said: "Our new initiative aims to make i available to older pupils in British primary schools. The paper has already shown itself to be a great teaching resource by allowing students and teachers to explore the news quickly in an easy-to-read format.

The moves chimes with a TV campaign for i that kicks off this week and features the same TV spot as before, created by McCann London.

The TV ad will be aired on Channel 4, ITV and Channel 5, along with video-on-demand activity.

It will also be aired on student TV across 68 universities nationwide, as the paper seeks to build its presence in the student market.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More