No 56: First Sunday Times colour supplement
campaignlive.co.uk, Thursday, 07 March 2013 08:00AM
Things you need to know
- The first Sunday Times magazine cover featured the model Jean Shrimpton shot by David Bailey.
- In 1957, Thomson, having successfully bid for the Scottish Television contract, famously quipped that having a British TV franchise was like having a licence to print your own money.
- The Observer followed The Sunday Times' lead by launching its own magazine in November 1964. The Daily Telegraph magazine first appeared in 1966.
Roy Thomson was famous for knowing instinctively where there was good advertising money to be made. But when the Canadian launched the Sunday Times magazine on 4 February 1962, adland was far from convinced he was on to a winner.
Advertisers and their agencies initially gave it a wide berth, not knowing what to make of its revolutionary and far-out style. By the end of its first year, the supplement had lost more than £1 million.
Thomson, however, held his nerve and lavished largesse on agency bosses in order to win them round.
A number of factors combined to get the project off the ground. One was the abolition of newsprint rationing in 1958, which allowed newspapers to revolutionise their formats. Another was the greater availability of colour film.
The magazine's timing was also right, filling the void left by defunct titles such as Picture Post, but livening up boring British Sundays. But the crucial catalyst was the emergence of a new school of British photographers personified by Don McCullin, Terry O'Neill, David Bailey and Lord Snowdon, who broke down the barriers between documentary, fashion and news imagery.
With its combination of stylish pictures and lavish spending, The Sunday Times colour supplement began to reflect the swinging 60s.
And when churchmen and left-leaning academics singled it out for its promotion of consumerism, conspicuous consumption and good living, the penny dropped as far as agencies and clients were concerned. The magazine transformed itself into a cash cow. Soon, every other Sunday paper was following suit before the tabloids piled in with supplements of their own.
This article was first published on campaignlive.co.uk
- Senior Account Director > ATL > TOP LONDON AGENCY collectivo £55,000 - £65,000, London
- planner > HUGE opportunity > BRAVE client collectivo Up to £60,000 + benefits, London (Greater)
- Foodie Brand Manager Ball & Hoolahan £45,000 per annum, London (Central), London (Greater)
- Digital Project Manager (senior) Corporate Communications Recruitment circa £55k, London (Central), London (Greater) / London (West), London (Greater)
- Senior Digital Consultant Corporate Communications Recruitment £70-£80k base plus bonus and package, London (Central), London (Greater) / London (West), London (Greater)
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Doctor Who online game gets kids coding
- Philips launches juicer video campaign with Louis Smith
- Currys PC World launches brand campaign ahead of Christmas
- Argos releases second ad in its latest strategy
- A JWT tribute to its Oxo mum: Lynda Bellingham