Thursday, 23 July 2015

Could Metro Advertising Work For You?

The Metro launched on the 16th March 1999 as free weekday paper in London, and has since developed into the third most read newspaper in the country with a readership of 3.5 million (and 4.2 million visitors to its website). Now circulated in Bath, Birmingham, Brighton, Bristol, Cardiff, Derby, Edinburgh, Glasgow, Leeds, Leicester, Liverpool, London, Manchester, Nottingham, Newcastle and Sheffield, the paper is known for its tightly written, concise stories which cover national and international news, along with celebrity gossip, travel and culture. 
metro advertising

The Metro is popular with commuters as a welcome distraction from daily rush hour journeys, and is a great advertising opportunity for companies to reach a target who don’t purchase newspapers in favour of the complimentary publication. A KBH Rail Users study found that of their 6.3 million monthly visitors, the largest proportion at 28% of their travellers were classed as ‘Intellectual Urbanite’. This is a career-focussed demographic who have an above-average spend on social activities, so adverts for theatre tickets, dining out or other social activities would perform well. The Metro is mainly read by employed individuals working in a city, so adverts should target a cash rich, time poor audience who enjoy visually stimulating adverts to distract from their journey. The next largest demographic in KBH’s study was the 'Modern Family', someone who has a family, typically paying off mortgage payments and a regular user of comparison sites. Adverts for family-friendly activities or budget products would resonate well with this demographic. 

With many commuters using smartphones on their journeys to and from work it is worth making sure that your company’s website is mobile-friendly, so any interest gained from adverts isn’t diminished by an inability to learn more straight away. As free WiFi is being rolled out across the London Underground network, and has already been embraced by Manchester’s Metrolink system, the use of smartphones and tablets alongside reading of the Metro is only going to increase. 

If you are looking to target a young, urban and professional market advertising in the Metro is an effective option. Get in touch with Press Mag Media today to find out the best route for your print campaign.

Friday, 17 July 2015

Major Digital London Expansion for NY Times

The London-based office of world famous publication The New York Times is set to undergo considerable expansion, with staff numbers said to be increasing from 65 to 100 or more.

The redevelopment of the office, which is located on New Oxford Street, is said to be the first step in transforming the bureau into The New York Times' 'digital hub' in an effort to make sure the prestigious newspaper is making its desired impact online and across social media.

New York Times International London


The NYT is also looking to transform its Hong Kong base into a digital-focused office, with the paper putting a high focus on international news. This has calmed the fears of many local British publications who felt that the paper's expansion could see them act as a direct rival in terms of covering local and British news.

President of International at the NYT, Stephen Dunbar-Johnson, told Press Gazette:

"In a global world today, a lot of our coverage is international coverage and we want to make sure that we're getting it up on our digital platforms in the right way, in the way that makes sense for our readers wherever they are around the world.

"I don't think it should be seen as we're looking to compete with the local media, the British media...We're looking at this as an international operation [to] cover Europe and the world at large for our readers."

Interested in print advertising? Reach a national audience with a press campaign from Press Mag Media! Get in touch today to find out more.

    

Monday, 6 July 2015

Music Magazine NME to Rebrand as Freesheet

Long-standing alternative music magazine, New Musical Express, has today announced that it is to be given away for free from September 2015 in a bid to boost its falling circulation figures.

The weekly publication, which first launched in 1952, has seen its print sales fall to around the 15,000 copy mark recently, with consistently-increasing cover prices seeing more and more readers turn towards its online site NME.com for music news, which reaches almost four million people each week.


NME Magazine Glastonbury Libertines
NME has been a long-standing feature of the British alternative music scene

By rebranding itself as a free sheet, the Time Inc. publication will be distributing 300,000 copies each week at train stations, shops and student unions around the UK. Sales of the magazine have crashed over the last decade, with fans migrating to alternative digital sources of music news.

The new weekly freesheet also marks a dramatic shift in the content of NME, with music downgraded and topics such as film, fashion, television, politics, gaming and technology becoming more prominent. Presumably, the new format will also provide more print advertising opportunities in order to offset the production costs of publishing the magazine for free.

Editor of NME, Mike Williams, said: 

"NME is already a major player and massive influencer in the music space, but with this transformation we'll be bigger, stronger and more influential than ever before. Every media brand is on a journey into a digital future. That doesn't mean leaving print behind, but it does mean that print has to change, so I'm incredibly excited by the role it will now play as part of the new NME. The future is an exciting place, and NME just kicked the door down."

NME is regarded as the last remaining 'old-school' weekly music paper, having enjoyed its circulation peak of over 300,000 copies in the 1970s thanks to its coverage of stars such as David Bowie, Iggy Pop and The Clash.

The publication has gone on to become almost synonymous with modern British indie and alternative music, with a young audience of music fans turning to the magazine for live reviews, album reviews, features, interviews and competitions. 

However, with so much opinion-based music content now available elsewhere online, NME has faced an uphill battle in recent years to try and remain at the forefront of the music industry and retain its core audience.

Friday, 26 June 2015

Mister Cigarette Magazine - Coming to a Newsagent Near You?

A new lifestyle magazine has smashed its crowd-funding target on Kickstarter two weeks early, suggesting that it is ready to go into production.

However, Mister Cigarette magazine, which is marketed as "a lifestyle magazine for dumb men who smoke cigarettes," has a rather interesting unique selling point - it's completely fake.

Mister Cigarette Magazine

It's the second 'pretend publication' from the same designers and comedy writers who last year gave the world Fortunate Horse magazine, a bizarre horse-themed mag aimed to bemuse and delight its readers with nonsensical content. A small number of copies were distributed around New York, left in coffee shops, libraries, waiting rooms and newsstands to be picked up by unassuming members of the public.

The Mister Cigarette follow-up has taken on writers from the likes of Saturday Night Live and The Onion, and aims to stealthily distribute its copies on a much more global scale.

Its Kickstarter bio reads:

"We need you to help put a Mister Cigarette in your high school teacher's lounge. These magazines are meant to be left behind, secreted, installed, and injected into normal, everyday places as if they were actual, published magazines." 


The magazine's writers go on to describe Mister Cigarette as being "in the vein of Maxim and Esquire," but aimed at "awful men who smoke and love cigarettes."

It will contain "infographics detailing the hippest new ways to hold cigarettes in your hands," a "gritty exposé from an undercover journalist taking you inside the dangerous underground of Russian tobacco substitutes," as well as "fake ads for real things and real ads for fake things."

Get it?

...no, us neither...

For a print campaign that does make sense, speak to Press Mag Media

Thursday, 18 June 2015

The Good News Paper

Microsoft Lumia announced today that they will be releasing a free commuter paper in London, Manchester, Birmingham, Bristol and Edinburgh, for 5 days from the 22–26 June. Entitled ‘Five to Nine’, the daily will focus on good news stories to combat the less positive and upbeat articles found in everyday newspapers. The concept of the paper is based around recent statistics which reveal that nearly half of UK employees spent the May bank holiday working, with nearly two thirds of these going into the office, despite technological advancements making it easier to work remotely. It is hoped that this new publication will inspire readers to spend time out of the office and do what’s creatively and personally important to them. 
daily newspaper good news
Free daily newspapers are a common sight for commuters in major cities, with The Metro the main complimentary paper in the UK. Free papers receive a positive response from commuters who appreciate the distraction of something to read on what can be cramped unpleasant journeys. The distribution range, and attention of readers who are keen for a distraction, make the papers ideal for advertising, as the readership is likely to pay more attention to the ads displayed. The readership’s increased interest will no doubt result in a positive reception of the Five to Nine paper over its week long run, particularly as the paper only features feel-good stories around the topics of culture, music, fashion, design, sport.

Tuesday, 9 June 2015

Amazon Introduces Print Ads on Packaging

As one of the world's most popular e-commerce sites and a company at the forefront of all things digital and online, print advertising isn't exactly something that springs to mind when you think of Amazon. However, the Seattle-based company has recently introduced third-party ads in a new, unique way - by carrying marketing messages on its delivery boxes.

Amazon Print Ads Box Advertising Out of Home Minions
Amazon has introduced print ads on its delivery parcels
Parcels have previously only carried messages from Amazon's own products and services, but now marketers are being invited to have their brand's message delivered to the doors of millions of Amazon customers around the world.

The first company to use this new service is Universal Pictures, who has displayed colourful ads for the upcoming Minions movie. The out of home print ad campaign is also being supported on social media, with recipients of the branded boxes invited to post a picture of themselves with the parcel on Twitter using '#MinionBoxes' for the chance to win a $1,000 Amazon gift card.

It's hoped by many that the revenue from these kind of advertising campaigns could eventually lead to Amazon being able to reduce delivery prices, although the cost of the deal with Universal has not been revealed.

Amazon delivers over 3.5 million packages worldwide each day, and the company has stated that the boxes will ship from 'select' distribution centres and come in a variety of sizes to accommodate a wide range of products. It has also been rumoured that the e-commerce site may eventually allow these printed box ads to be geotargeted, although this has not been confirmed yet.

Monday, 1 June 2015

Mobile App Shazam Introduces Press Advertising Function

Popular music identification app Shazam has extended its services, with a new feature allowing users to scan posters and print ads to see additional interactive content. It's the latest effort from a company looking to bridge the gap between print and digital advertising, and has drawn comparisons to QR code technology.

Shazam Disney Tomorrowland Advertising
Disney has integrated with Shazam to promote new movie 'Tomorrowland'

Advertisements featuring the app's logo  are therefore 'Shazam-enabled' and can be scanned by the camera of a smartphone, taking readers online to provide extra information on a product or service, such as ticket orders, videos advertisements or websites. Newspapers and magazines will also be able to use the technology to allow readers to access more content, such as a longer online version of a news story, for instance. 

While QR codes have so far struggled to really become a major feature of advertising, Shazam hopes that the integration of high-profile brands will ensure that the new technology is successful. Cait O'Riordan, the Vice President of Product for Music and Platforms at Shazam, said:

"We've signed up a really exciting list of partners...in time we hope to build a platform for anybody to use. " 

The London-based company is currently only allowing a limited number of brands to use the new image-recognition technology, but in the long term aims to open up the service to everyone. Initial partners for the new service include Target, Levis, Harper Collins and Disney, who are using print ads for new movie Tomorrowland to take readers to an interactive website.