Hello!’s promotional test of regional newspapers, using the Isle of
Wight County Press, resulted in a 51 per cent uplift in local copy sales
of the celebrity magazine.
The success of the test is likely to lead to a repeat in further
regional markets this year. Hello! publishing director Sally Cartwright
said: ’I’m delighted with the results and we will certainly now look to
use regional press again on a tactical basis.’
The test was part of Hello!’s ongoing ad awareness study and was
supported by face-to-face research, sponsored by the Newspaper
The Isle of Wight County Press was chosen as it covers a self-contained
region and has a high readership frequency. The test was conducted last
June with the local promotion of three issues, immediately following a
single issue promotion in the national press. The uplift in sales in the
Isle of Wight was 23 per cent higher than the national increase.
Awareness of Hello!’s advertising was 39 per cent among County Press
readers. Among women’s magazine readers it was about 4 per cent.
Gregory Watson of Hello!’s ad consultancy Watson & Company, said:
’Regional press is not an obvious medium for Hello!. However, the test,
conducted in strictly controlled conditions, has convinced us of its