Promotional test in local press boosts Hello! sales by 51%

Hello!’s promotional test of regional newspapers, using the Isle of Wight County Press, resulted in a 51 per cent uplift in local copy sales of the celebrity magazine.

Hello!’s promotional test of regional newspapers, using the Isle of

Wight County Press, resulted in a 51 per cent uplift in local copy sales

of the celebrity magazine.



The success of the test is likely to lead to a repeat in further

regional markets this year. Hello! publishing director Sally Cartwright

said: ’I’m delighted with the results and we will certainly now look to

use regional press again on a tactical basis.’



The test was part of Hello!’s ongoing ad awareness study and was

supported by face-to-face research, sponsored by the Newspaper

Society.



The Isle of Wight County Press was chosen as it covers a self-contained

region and has a high readership frequency. The test was conducted last

June with the local promotion of three issues, immediately following a

single issue promotion in the national press. The uplift in sales in the

Isle of Wight was 23 per cent higher than the national increase.



Awareness of Hello!’s advertising was 39 per cent among County Press

readers. Among women’s magazine readers it was about 4 per cent.



Gregory Watson of Hello!’s ad consultancy Watson & Company, said:

’Regional press is not an obvious medium for Hello!. However, the test,

conducted in strictly controlled conditions, has convinced us of its

viability.’



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