In the last year, IPC women’s weeklies have carried around 80 pages of
advertorials and Kirsty Hutton has been responsible for every one of
As IPC’s Weeklies Group client sales director, Hutton has overseen the
growing interest in promotional packages that combine the traditional
editorial and advertorial opportunities.
Hutton, a former director of media planning at Ammirati Puris Lintas and
group media director at DMB&B, believes the weeklies lend themselves to
integrated packages more readily than the women’s monthly glossies.
‘A pounds 1-off voucher won’t mean much to readers of glossies. Our
readers have a very interactive relationship with their weekly read,’
At IPC she has seen interest in integrated packages from agency media
buyers - under pressure to add value to their buying - increase greatly.
‘A client, or its agency, will come to us and will be assigned an
account manager who will find out what its needs are. Then we shop
across the company to find out where we can add value. We work like an
agency but it saves an agency having to deal with a number of different
titles,’ Hutton says. ‘There is no ratecard, it is all negotiable
because it is all about adding value.’
The Weeklies group limits the number of advertorials and promotions it
runs to protect the editorial quality of the magazines. Its latest
package is a Nivea summer promotion. Display ads will appear in both
women’s weeklies and monthly titles along with advertorials, free
sachets and a subscription offer in Marie Claire.
Safeway ran one of IPC’s biggest through-the-line packages in November
to launch its own-brand range, Cyclon. Free offers were used to increase
sampling of the new product, advertorials were run to educate readers
about the new product; competitions were run as low-cost reminders,
while display ads were booked to build the brand image.
Kraft Jacobs Suchard’s integrated launch campaign for its Hot Chocolate
drink used both IPC’s weeklies and monthly women’s titles.