Promotional test in local press boosts Hello! sales by 51%

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.

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

Society.



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

viability.’



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).