The new-look Radio Times, which hits the newsstands on Tuesday, is
hoping its redesign will attract more upmarket advertisers, such as BMW
The new ad director, Andrew Mercer, who joined from The Spectator in
July, feels Radio Times’ advertising does not reflect the readership
Of nearly four million readers, 68 per cent are ABC1s.
Mercer said Radio Times would be dropping much of the mail order
’We want the advertising to match the elegant new look of the magazine.
There will be no more ads for china figurines, Samurais or plates.’
Mercer is also targeting computer, telecoms and financial services
’We will start with some financial inserts and then build up
testimonials for a display campaign,’ he said.
There are also ad execution options including Post-It notes, fridge
magnets, pop-up cards and posters. ’We have gone from a Reliant Robin to
Battlestar Galactica,’ Mercer said.
Radio Times’ new look is designed to make the listings section clearer
and easier to navigate, by featuring more white space and cutting
clutter. Cable, satellite and digital listings will be included where