John Brown Publishing has won the contract to publish Orange’s
customer loyalty magazine O and is looking for an ad manager for the
Andrew Hirsch, chief executive of the publishing house, is promising to
revamp O in order to attract blue-chip advertisers, which fit well with
the Orange brand.
Hirsch added that he expected the title to eventually boast a print run
of up to four million ’in the next two or three years’. It currently has
a print run of 1.4 million.
’The advertising should be much higher quality than the material it has
been carrying,’ said Hirsch. ’With the status of the Orange brand and
the print run, it should not be difficult to get companies like dotcoms
and hardware manufacturers on board. Orange sold 850,000 phones in
John Brown is looking to recruit an ad manager to oversee the two sales
people already working on the project.
The company has completely redesigned the title since it was published
by the previous contract-holder TPD. The first issue produced by John
Brown will be sent to Orange customers in March.
The publishing house is also planning to launch two additional Orange
titles beside the triennial O - one for its customers with the pre-paid
product Just Talk and one for its business-to-business users. There are
also plans for an online version of O.
John Brown, which produces consumer and contract titles, won the
business in a three-way pitch.