Time repositions to attract European and Asian readers

LONDON - Time Magazine is developing a new positioning that targets consumer and trade audiences with the line 'join the conversation'.

The strapline, developed by Fallon Worldwide, will be introduced in Europe and Asia in print and television work breaking this month. The new campaign highlights news issues that are relevant to European and Asian audiences.

Advertising will continue to use Time's masthead red border but will focus more on conveying the diversity of the magazine's coverage, highlighting that it is about news and current affairs as well as social and cultural issues.

Time's European edition has a circulation of 597,038, a decline of 5% on its December 2001 figure.

Anna Pappas, Time's international marketing director, said: "This campaign builds upon the strengths of our existing brand, the red border and our use of sharp, current news-based visuals, but adds a new component with the invitation to 'join the conversation'."

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