Time face-lift targets young Europeans

Time magazine, published by AOL Time Warner, is to launch a £6m pan-European marketing campaign aimed at repositioning itself in Europe as a read for younger people.

The campaign will include print, poster, TV and ambient media ads and has been created by Wink Media, part of the Wallpaper Group. The campaign starts on March 26, and will run in the UK, France and Germany, although there are plans to roll it out to the rest of Europe later.

A spokesman for Time says: “This is the first time that Time has launched a pan-European marketing campaign on this scale.”

With a readership that is predominantly male and over-35, Time is trying to target younger readers, and enhance its female readership.

Time’s repositioning, under the slogan “Europe’s Newsmagazine”, will include a revamped Time Europe, scheduled to hit newsstands this week. Time Europe also plans to increase its pagination.

Wil Merritt, president of Time Europe, says: “The growth of European integration and prosperity demands a magazine for Europe that explores European issues regularly.”

Time’s fortnightly business publication, Fortune, is seeking its first European marketing director. The move follows a restructure within the Fortune group (MW March 1).

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