The Independent on Sunday is targeting style advertisers for its
magazine Reality, which launched at the weekend.
Ad director Stephen Miron claimed to have received a phenomenal response
The 48-page first issue carried 17 pages of ads, including Diesel,
Camper, Boxfresh, Toni & Guy, Nutravida and Kirk Originals.
’We intend to grow our advertiser base with Reality,’ said Miron. ’We
are targeting an eclectic mix of advertisers who would normally go into
the style press. There is not a similar product in the national press -
Reality is much sharper and trendier than the other supplements.’
Miron claimed all the ads were paid for, the first issue brought in
revenue 50 per cent over budget and forward bookings were strong.
Reality is being sold by The Independent’s magazine sales team - led by
sales controller Louise Moss - which also sells The Independent’s
Saturday magazine and its listings supplement The Information.
Reality, which replaces the broadsheet Real Life section in the Sunday
package, covers food, fashion, interiors, health and ’organic beauty’
with the emphasis on fun, youth and startling visuals. The first issue
carried features on ’The joy of sex for the zero generation’ and ’Why
backpackers these days are your parents.’
Reality is part of a ’substantial’ investment in a redesign of the
Sunday package. This also incorporates a separate business section and a
beefed up and ’more fun’ Review section, which now includes book
reviews. The TV listings have been moved to the Culture section.
IoS editor Janet Street-Porter revealed that a new magazine had always
been high on her agenda. ’I felt that Real Life was constrained by its
broadsheet format and I wanted to make it brighter and fresher,’ she
’Reality is about living. It’s funny with serious elements but it’s not
Street-Porter said she hoped Reality would attract more women to the IoS
but denied it was a move to appeal to a younger audience. ’We need more
readers in all categories and we need to broaden out of our metropolitan
base,’ she said.
Reality is being promoted with an advertising campaign on Channel 4,
which broke on 24 February.