NEWS: First UK soap-opera title selects agency for initial campaign

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.

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

advertising.



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.