MEN invests in magazine launch and newspaper ad push

by Daniel Farey-Jones,, Brand Republic 20-Jan-05, 11:00

LONDON – Manchester Evening News is launching V Magazine, a glossy monthly lifestyle magazine for women over 50, which will be delivered free from April to 20,000 selected households in Greater Manchester, Lancashire and Cheshire.

The news comes just after the launch of a TV ad campaign establishing a brand personality for the Manchester Evening News daily newspaper and promoting its daily property, jobs and entertainment sections.

MEN said that V Magazine will cover health, sex and relationships, fashion and travel and will occupy an unfilled niche in the affluent North West 50-plus market.

The magazine will have its own dedicated sales team and will be overseen by Mark Rix, MEN deputy managing director.

The editor is Diane Cooke, an award-winning journalist with many years' experience as women's editor of the Manchester Evening News.

Other standalone magazines published by MEN include City Life, a weekly listings magazine.

The new advertising campaign, created by Manchester agency Love, comprises four ads featuring a cheeky news vendor played by Manchester comic John Warburton. The agency recently won the account from incumbent Cheetham Bell/JWT after a three-way pitch.

Elaine Darbyshire, marketing director of the Manchester Evening News, said: "This is a warm and funny series of ads for the paper that will build on its established perception as the voice of Greater Manchester, while also reminding everyone of the variety of content we carry throughout the week."

The campaign will continue until mid-February. Media buying was through MediaCom North and TV production was by Chief TV.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.