C4 set to tackle women’s mags

Channel 4 is to tackle the women’s magazine market head-on with a determined initiative to win revenue from advertisers targeting women. It aims to become an authority on women’s media consumption.

The broadcaster has commissioned qualitative research, which will be presented at a seminar, Talking To Women, in London on February 3. Speakers will include Mary Quant and Rainey Kelly Campbell Roalfe director MT Rainey.

"We’re not saying don’t use magazines, but don’t use five inserts, double-page spreads and fringe coverage," explains Channel 4 business development manager David Stubley. "Channel 4 combined with core women’s titles can make for much more exciting communication."

The women’s strategy is one of a number of initiatives for 1995 unveiled this week. In the next few days Channel 4 will formally launch its ratecard for 4-Tel, its own teletext service.

Although Channel 4 carries Teletext, it also has its own limited text capacity – 4-Tel – on which it has been able to sell advertising complementary to TV campaigns since January 1994.

Until now advertisers have only tested this facility. But the first full-scale campaign involves the Turkish Tourist Office, which has now switched the bulk of its TV budget from ITV to Channel 4 with commercials cross-referred to text pages.

"We first tested Teletext on ITV last year and found it was the largest generator of enquiries," says Peter White, joint chief executive of Dovetail Retail & Detail, the full-service agency which handles the Turkish Tourist Office account.

"We wanted to build on this, but also to work more closely with the broadcaster, to link directly the strategy and creative work of the commercials and text advertising."

Channel 4 has also signed up the Italian Tourist Office for a campaign involving airtime and text, which broke yesterday (Wednesday) and runs for two weeks.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here