Guinness is poised to move into contract publishing, and has hired
John Brown Publishing to launch a magazine for one of its brands.
The unnamed brand is thought to be the first drink in the UK to become
involved in contract publishing. The move breaks with Guinness’s
previous marketing strategy, which has been skewed towards
above-the-line advertising and promotions.
The decision to build loyalty through a customer magazine comes as
Guinness squares up to an increasingly crowded drinks market. Few fmcg
advertisers have ventured into the contract publishing arena, but the
trend is set to change as above-the-line media channels continue to
Live Issue, page 11.