NEWS: Bauer claims niche in weeklies market with pounds 2m Enjoy! ad

Enjoy!, Bauer’s latest entry into the frenetic women’s weekly magazine market will launch on Monday backed by a pounds 2 million TV advertising campaign.

Enjoy!, Bauer’s latest entry into the frenetic women’s weekly magazine

market will launch on Monday backed by a pounds 2 million TV advertising

campaign.



The heavyweight TV campaign will be Mustoe Merriman Herring Levy’s first

work since picking up the Bauer account last month. Media planning and

buying will be through Motive.



Enjoy! is aimed at a core 25- to 28-year-old readership. ‘The ads will

reflect the fun nature of the editorial,’ Nick Mustoe, a partner at the

agency, said.



The weekly will debut with a 20p promotional price-tag for the first two

weeks and will then retail at 55p. The launch print run will be 1.5

million copies but, in common with Bauer’s standard launch practice, the

publisher is offering no settledown circulation guarantees. Advertisers

will only be introduced to the magazine once sales start to consolidate.



‘We have recently seen new launches offering guarantees that have not

been met and this causes confusion and disappointment,’ said Mike

McCafferty, the managing director at the Publishing Consultancy, Bauer’s

sales house. ‘Our plan is to ensure that as Enjoy! settles down, our

ratecard reflects the circulation of the magazine.’



Enjoy! aims to bridge the gap between the teenage magazines and the

traditional women’s weeklies. The editor, Margaret Nicholls, was

previously the deputy editor of another of Bauer’s weekly titles, Take

a Break.



Bauer’s managing director, Alan Urry, commented that the launch was

‘necessary in order to compete with recent activity in the women’s

weeklies market’.



The market has been especially frenzied since May, when Bauer’s German

rival, Gruner and Jahr, launched its celebrity and gossip title, Here!,

opening the floodgates to a round of price cutting and added-value

promotions across the market.



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