IPC Magazines’ 100-year-old Country Life title is reorienting itself towards a younger readership. The change, expected at the beginning of the summer, follows the magazine’s revamp of its genteel ‘hunting, shooting, fishing’ image. In this month’s issue, it subverted its traditional girl in pearls portrait by using a nude in pearls. The title has just appointed The Chapter
One Group to devise the creative work for a below-the-line campaign to appear in other IPC publications. IPC’s internal advertising agency, Divisional Creative Services, has also been working on a campaign, thought to be for television. Country Life publisher Hamish Dawson denies the move is new and says the title already has a more up-to-date feel. ‘Over the past year, we have introduced fact boxes and quite challenging fashion,’ he says. The Chapter One Group – a direct marketing agency based in the South-west – also works for BBC Magazines.