Campaign Media Awards 2009: Print Sales Team of the Year - ShortList

ShortList is sadly all too rare a phenomenon these days: a new, hugely successful print launch.

The free magazine is aimed at affluent, grown-up men, and since it launched two years ago, it has had a loyal band of advertisers, bringing continually increased advertising revenues, pages and page yields. In August this year, often a quiet month in terms of advertising sales, it published its largest issue to date - a 72-pager.

Revenue in year two (September 2008-August 2009) was up by 82 per cent on the previous year and new campaigns were booked by the likes of BMW, Clinique, Land Rover, Lacoste and Givenchy.

All of this has been achieved with a relatively small team working under the advertising director, Chris Healy.

Admittedly, improving year-on-year sales figures at a two-year-old title isn't enough on its own to impress the judges. What really helped ShortList to win the coveted Print Sales Team of the Year award was its commitment not just to display advertising, but to providing creative ideas to deliver the best results for advertisers. Creative revenue increased by 176 per cent year on year, exceeding the annual target by a staggering 50 per cent.

Among those to benefit from ideas such as advertorials, split copy glossy coverwraps and reverse cover sections were brands including 3 Mobile, Jameson Irish Whiskey and the broadcaster ESPN.

ShortList also expanded beyond the magazine to provide advertisers with access to its audience of upmarket men via microsites and movie screening events.

The standout campaign of the year was for Nivea. ShortList was chosen to launch the company's new deodorant brand, Silver, and in a move that really helped the brand make an impact, Nivea "took over" the title.

This included the distribution of 250,000 mini deodorants directly into the hands of ShortList readers, in what it dubbed a "brand-to-hand" exercise; a Nivea coverwrap; a series of advertorials and online activity.

Nivea's brand manager, Maria Lukoyanova, praised the team for responding to the pitch with "great enthusiasm and commitment", for offering a wider range of innovative solutions than anyone else and for "delivering on all their promises".

Media agency: clients were similarly impressed, with Starcom's associate director, Tim Radcliffe, saying that the team always responded with a "quick, flexible and personal approach".

The success has resulted in the launch of a women's title, which also looks likely to succeed. With publishers wavering over their commitment to free publishing, ShortList's approach makes a refreshing change.


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