IPC backs Now with £1.5m ad campaign

IPC is backing the relaunch of its celebrity weekly title Now with a £1.5m marketing push in a bid to boost sales.

The publisher has hired advertising agency Quiet Storm to handle a yet-to-be unveiled advertising campaign for the brand.

The relaunched issue appears this week featuring a redesigned masthead and cover and an increased focus on celebrity fashion and beauty.

Celebrity weekly magazines appear to be losing their allure with Hello! magazine the only title to record a sales increase in the latest Audit Bureau of Circulation (ABC) figures.

Now registered a circulation of 433,509 in the six months to December 2008, way below sector leader Bauer Media’s Closer, which recorded a circulation of 539,991 copies for the same period.

The publisher’s decision to boost fashion and beauty content follow the recent success of titles such as stablemate weekly Look, which recorded a 2.9% jump in circulation in the latest ABCs.

Now launched in 1996 and recorded a circulation peak in 2002 of 630,212.

Knowledge Bank

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