Grazia’s London Fashion Week issue will be 300 pages, with 60% more advertising space than last year. It is also the first time the magazine has been more than 196 pages.
Jo Morrell, Bauer Media’s managing director for lifestyle, says advertiser demand has spiked on the back of the 2011 “have you got your Grazia?” brand campaign that featured in the magazine, outdoor and on digital.
She adds: “The 2011 brand activity raised our profile, especially among a younger audience who perhaps didn’t remember our launch in 2005. It has drawn a huge demand from advertisers.”
Morrell says the sales team had a waiting list of advertisers hoping to feature in the bumper issue, meaning the magazines before and after the London Fashion Week issue have also had to be extended.
Bauer Media’s marketing director Anne-Marie Lavan says this year’s brand campaign will help create a “badge” value for Grazia’s bumper issue.
“The perfect bound issue will create a badge value: people will want to keep it and display it on their coffee tables; they’ll want to be seen with it,” she says.
The issue will also be supported with a sampling campaign, which will include Grazia-branded tote bags and Oyster Card holders.
Grazia’s total average net circulation was down 2.1% to 212,922 in the six months to June and the title is also down 3.8% year on year, according to its latest ABC audit. It is the 14th biggest women’s lifestyle and fashion magazine in the UK.