Glamour Goes Bi-Annual
A recent article in The Times newspaper (07.10.2017) talks about the decline of UK magazine circulations. Glamour has just announced it is to go bi-annual (mainly focusing on beauty for these 2 print editions) and will focus its energies on launching as a “digital first” beauty brand.
Whilst this new platform is great news for our clients, should they be worried generally about the decline in print?? The Audit Bureau of Circulations revealed that Heat is down by 17%, Grazia by 13% and Look by 35% – all in the first 6 months of this year. Other leading titles, including Vogue, Marie Claire and Good Housekeeping, equally fell, albeit more modestly.
Now more than ever our clients need to get their heads around the multiple approach to communications, not just relying on press to reach their customers. At Kilpatrick, we have a brilliant strategic eye and are able to create exactly the right blend of marketing tools for each product, each launch and each client. They differ almost every time but our mix doesn’t … bloggers, vloggers, newspapers by & magazines (print and online), social media channels, influencers and celebrities, and experiential activity direct to the consumer.
Print may be declining but our brands are only on the up.