Campaign Press Awards Silver Anniversary 1998 - Sponsor Profiles - Best International Advertisement - The European

The European has entered the most ambitious stage of its short history. Andrew Neil, its new editor-in-chief, has taken the newspaper upmarket, focusing it strongly towards a business audience. With the advertising strapline, ’Now we’re talking business’, the European aims to deliver the only English-language pan-European publication with 100 per cent of its editorial about European business, politics and finance. The multi-million dollar businesses of European sport and culture are also covered.

The European has entered the most ambitious stage of its short

history. Andrew Neil, its new editor-in-chief, has taken the newspaper

upmarket, focusing it strongly towards a business audience. With the

advertising strapline, ’Now we’re talking business’, the European aims

to deliver the only English-language pan-European publication with 100

per cent of its editorial about European business, politics and finance.

The multi-million dollar businesses of European sport and culture are

also covered.



The objective is to make the European a one-stop for those who want an

authoritative guide to political, business and cultural development in

Europe.



Andrew Neil says: ’I will make the European an essential read to the

people running Europe. I want to produce a publication for the chief

economist of Deutschebank, the movers and shakers of corporate Europe

and the political elite.’



The new A3-size magazine launched on 19 January does just that. ’We are

moving into the market dominated by the Economist, the Financial Times,

the Wall Street Journal’s European edition and the International Herald

Tribune. It is the top of the premier division of global journalism,’

Neil says.



Achieving and sustaining a loyal, top-class readership across Europe

will be aided by a pounds 1.5 million campaign by DMB&B. The television

campaign, aimed at the frequent business traveller, will appear on

pan-European TV and be supported by radio, poster and point-of-sale

advertising.



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