Haymarket's Eve in first ad campaign

Haymarket Publishing is backing its recent purchase of Eve by spending £500,000 on its first marketing campaign.

The press, poster and radio work, created by Kitcatt Nohr Alexander Shaw and the media agency M2M, uses the line: "Don't get mad, get Eve magazine." It will be supported editorially by two consecutive covermounts.

The campaign is designed to help Eve close the sales gap on rival magazines targeting thirtysomething women.

Eve did well in the latest ABCs, selling 162,077 copies. However, it was beaten by the new Conde Nast title Easy Living, which sold 171,038.

The market leader, The National Magazine Company's Good Housekeeping, boasts a circulation of 475,000 copies.

Eve's publishing director, Jo Morrell, said: "We are delighted that Haymarket has shown its faith in Eve. This campaign will help deliver more brand awareness and will support the year's two biggest issues."

Haymarket's portfolio of tiles includes Campaign, Stuff and FourFourTwo.

It bought Eve from BBC Worldwide in January after the corporation decided to sell any products not linked directly to its core programme remit.