P&G secures exclusive ads in Your Life

Your Life, IPC Media’s new weekly women’s magazine, has secured an exclusive, multi-million pound advertising deal with consumer goods giant Procter & Gamble.

The deal, which will last eight weeks, hands P&G six pages of advertising in each issue, the total advertising pagination being carried by the magazine.

This is believed to be the first exclusive deal between an advertiser and a magazine publisher in the UK.

Your Life, which targets ABC1, 35-plus women, 25 April launched with an introductory price of 75p. The launch follows the simultaneous demise of IPC’s 45-year-old magazine, Woman’s Realm.

Your Life will have a regular cover price of &£1.20 and a print-run of 700,000. IPC Media’s sales target for the magazine is 200,000 (MW April 19).

The deal between P&G and IPC Media follows a downturn in press advertising (magazines and newspapers combined) volumes in March.

Recent figures from MMS on total ad spend reveal P&G spent &£10.1m for its total advertising in February this year.

The launch issue of Your Life includes five pages of advertising for different P&G products – Max Factor, Hugo Boss, Fairy detergent, Pantene and Olay cosmetics. A spokeswoman for IPC Media says that the number of advertising pages would be “rising after eight weeks”.

Your Life will be supported by a &£2m through-the-line press and radio campaign, with the strapline: “Your Life – Live it Up”. The magazine will use model Twiggy as its launch celebrity to attract mature women readers.

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