The Times Education Supplement plans to boost its readership among young teachers through new advertising inspired by comic-book characters.
In a new national press campaign created by Conquest, a harassed teacher is transformed into Superwoman thanks to her copy of the TES. The strapline is: 'Be a superteacher.'
The pounds 500,000 campaign is part of the TES's plan to reposition itself as an essential source of information for the classroom, while distancing itself from its staid image.
The ads are Conquest's first since its appointment by News International's Times Supplements at the end of last year. It is now the agency of record for titles including the TES, Times Higher Educational Supplement, Primary Magazine and Nursery World.
Nick Kerr, the managing director of Conquest, said: 'Our brief is to make the TES as important to the teaching world as Campaign is to advertising.'
'Older teachers have an affinity to the magazine. The idea is to connect it with new members of the profession,' Kerr added. 'We want to encourage them to buy their own copy, rather than rely on finding one in the staff room.'
The campaign is the first big advertising push by the magazine, which has previously relied on ad-hoc arrangements through freelancers.
The ads were written by Ian Cawley and art directed by Jeremy Watson.
Manning Gottlieb Media is handling media buying.