Rosie Boycott, the editor of the Express, scored a double publicity
coup last week. Not only was she a contributing editor to Campaign’s
30th anniversary issue, but she was the subject of Channel 4’s
prestigious Cutting Edge documentary.
Not that it painted her in a very flattering light. Boycott’s last days
at the Independent showed a rather un-rosy Rosie. But the
no-holds-barred approach to the stark reality of a struggling newspaper
provided entertaining - if slightly depressing - viewing.
Advertisers in the first break were Teletext, Kellogg’s All Bran,
Kleenex, Toyota Avensis, IBM and CenterParcs.
Toyota’s strategy is to target lighter-viewing ABC1 men, and a Channel 4
documentary is more or less guaranteed to pull in just that kind of
audience. The mass-viewing programming on alternative channels would
also encourage more borderline viewers to watch Cutting Edge.
Kleenex Velvet is aiming at housewives, and the buyer said the humorous
copy fits in well with most environments.
The IBM buyer knew the programme would attract a heavily ABC1-biased
audience, and also thought that it was the type of programme that people
would think about and watch closely.
Agency: Roose & Partners
Buyer: Nigel Tribe
Buyer: Marie Carey
Buyer: Phil Macauley
Programme: Cutting Edge Special, Independent Rosie
TV station: Channel 4
Date: 13 September, 21.00
Break Transmission time: 21.20
BARB: 1.9 ABC1 men TVRs (live)