21 March 2003
The marketing battle for the “tween” dollar - money spent on magazines by the increasingly sophisticated “tween” market of six-to-12-year-olds - will intensify during the upcoming school holidays.
DMAG, published in partnership with Australian Geographic, will launch a $200,000 TV-based campaign in April to further close the gap on market leader K-Zone using Network Ten’s Cheez TV and Pay TV channel Nickleodeon.
The sophisticated taste of today’s “tweens” is illustrated by DMAG’s April issue headline story – an exclusive interview with Harry Potter himself, Daniel Radcliffe.
Read all about him and win! - DMAG tells its readers - Daniel tells what it’s like to be an action hero, talks about his friends Rupert and Emma – what it’s like going back to school now he’s famous – what he likes to do in his spare time and that he is into punk rock – plus 20 rockin’ Harry Potter and the Chamber of Secrets prize packs to be won.
On free-to-air TV there will be a Cheez TV Discover DMAG competition, while Nickleodeon will be offering kids the opportunity to “Be Boss of DMAG For the Day”, spending a day with the DMAG team choosing what goes into an issue of the magazine, lunching with celebrities and attending a movie premiere.
There will also be radio giveaways and regional promotions as part of the package.
DMAG has established a strong and loyal market (with circulation increasing now to over 50,000) in the highly competitive children’s category despite a spate of new entrants, including Total Girl, the heavily publicised female equivalent to K-Zone. DMAG has also achieved listing in the major supermarket chains.
For further information please contact Deborah Dickson-Smith on 02 9473 6720, or deborahds@dmag.com.au.
ABOUT NDD
NDD distributes and markets magazines to more than 10,850 retail outlets and 13,000 sub-agents throughout Australia. NDD leads the field in innovation, information analysis and dissemination, marketing strategies, technology initiatives and retailer relationships. Further information: www.newsdirect.com.au
NDD is a 100% owned subsidiary of the Independent Print Media Group (IPMG), based in Alexandria, NSW. IPMG is a privately owned partnership between the Hannan and Fairfax families. IPMG is ranked by BRW as the 44th most profitable private company in Australia.
Media enquiries
Fiona Nilsson / Jordan Leef
NDD Marketing Department
02 9353 0266
0403 226 141
fnilsson@ndd.com.au
jleef@ndd.com.au |
