Inside Soap, the first British magazine to concentrate exclusively on
soap operas, is to receive its first significant ad support following
the appointment of Mitchell Patterson Aldred Mitchell.
Attic Futura, publisher of the monthly magazine, is expected to put as
much as pounds 500,000 behind a TV, press, poster and radio campaign
that will break nationally at the end of March.
The aim is to build Inside Soap’s 150,000 circulation so that it more
closely reflects the massive viewing figures that major soaps attract.
Mitchell Patterson won the assignment in a pitch against Cowan Kemsley
Taylor, which handles Attic Futura’s teenage girls title, Sugar, and
Quick on the Draw. Media is to be handled by CIA Medianetwork, Attic
Futura’s centralised media shop.
Andrew Mitchell, Mitchell Patterson’s managing partner, confirmed the
agency’s appointment but would not give details about the upcoming
Inside Soap was launched in July 1992, three years after Attic Futura
arrived in the UK from its native Australia to launch TV Hits.
Inside Soap is targeted at teenagers and housewives, and keeps readers
updated on the plots of their favourite series and the private lives of
the soap stars.
Until now, the magazine has received only minimal promotion and has
relied on readers to track down titles for themselves.