Fairfax Media unveils campaign for its newspaper inserted magazines portfolio via Whybin\TBWA

Fairfax Media has launched a national trade advertising campaign highlighting the premium, hard-to-reach audience its newspaper inserted magazines portfolio provides to advertisers via Whybin\TBWA, Sydney.

The campaign highlights Fairfax’s newspaper inserted magazines including Good Weekend, AFR Magazine, BOSS Magazine, Sunday Life, Life & Leisure Luxury and Life & Leisure The Sophisticated Traveller . The portfolio reaches an audience of 1.7 million* informed Australians who like to spend.

Says Ed Harrison, Fairfax Media group sales director: “Our newspaper inserted magazine portfolio delivers high value to advertisers, and our magazines enjoy an avid audience who are actively engaged in the content they read and the brands they are exposed to in them.

“Our research shows that our magazine audience is high net-worth, allowing advertisers to connect with a premium audience who have money and like to spend it on the brands that advertise within our titles. Our magazines also influence purchase of the host newspaper because of the high engagement with our quality, award winning journalism.”

Ahead of the campaign, Fairfax Media conducted an independent reader panel to gain a better understanding of audience engagement and how that relates to advertisers and brands.

The research found that:

• More than 50% of readers believe Fairfax’s newspaper magazines brands add credibility to advertising.
• Almost 70% of readers have taken action as a result of seeing an ad in one of Fairfax’s magazines;
• More than 50% said Fairfax’s magazines influence them to read/buy the paper
• Over 70% said the magazines inspire them and give them ideas about things to think about, talk about and do^.

The campaign consists of four creative executions that will run across the Australian Financial Review and trade media from 25 November.

For more, visit adcentre.com.au/NIMS.

* Source: emmaTM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept 2013.

Art direction: Fairfax Media

Copy: TBWA