RBS to increase magazine spend

by Nicola Clark, Marketing 02-Dec-08, 11:00

LONDON - The Royal Bank of Scotland is significantly increasing its investment in its customer magazine Sense in an attempt to reach out to both NatWest and RBS customers seeking financial assistance and tips on money management.

The magazine, published by John Brown, will now have a circulation of 1.5m, an increase of 300,000. The banking group is financing the boost by shifting budget from its traditional direct-mail activity.

The move comes at a crucial time for the banking brand, which, along with the rest of the banking sector, is facing an erosion of public trust after the failure of Northern Rock.

Mark Fiander, head of customer management at RBS, said the magazine is a central plank of the group's marketing strategy as a key way to keep consumers informed about financial products in the current economic climate.

Sense was named the 'Best financial magazine of the year' at the APA Effectiveness Awards last week.