Not everyday you launch a new magazine so couldn’t let this auspicious occasion pass by without at least a mention on my blog. LOOK is the ‘glossy, fast fashion fix for today’s discerning young woman’ as it says on the blurb. The girls round here seem to like it anyway. It never ceases to amaze the amount of consumer research and NPD work – 18 months of it – that goes into a project like this. And the sheer quality of consumer insight we get from it. These days launching a magazine is as big as any FMCG product launch. A huge sampling excercise is underway today with squillions of sample copies being handed out across the country, and the first issue is out on the 6th. Check out the flash digital edition here.
Look out
6 responses to “Look out”
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I got quite excited and a bit nostalgic when I first heard about this. But then I realised that the mag was Look, not Look In 🙂
I’ve heard good things from our press dept. on this. But I guess my question is the old one… is there room in the market for this.
Also, interested to see how this is brought to life digitally. Do you see it as a lifestyle brand that happens to exist primarily as a mag (but can equally work on mobile, or online etc.) or simply as a magazine…?
best of luck with it though
doug -
I got quite excited and a bit nostalgic when I first heard about this. But then I realised that the mag was Look, not Look In 🙂
I’ve heard good things from our press dept. on this. But I guess my question is the old one… is there room in the market for this.
Also, interested to see how this is brought to life digitally. Do you see it as a lifestyle brand that happens to exist primarily as a mag (but can equally work on mobile, or online etc.) or simply as a magazine…?
best of luck with it though
doug -
Hi Doug (Graeme). La-la-la-la-Look-in. Yep, that would be a turn up. Thanks for your comment. Only time will tell whether there’s room in the market but it has a distinct proposition and personality which is the critical thing. Your question about whether it is a lifestyle brand is an intuitive one. The short answer is yes, absolutely. Clearly as a primarily magazine driven owner our lead platform on this is print but every brand that we (and I daresay most savvy media owners) launch will deliver content in mutiple ways (and probably do a lot more besides). Watch this space…
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Hi Doug (Graeme). La-la-la-la-Look-in. Yep, that would be a turn up. Thanks for your comment. Only time will tell whether there’s room in the market but it has a distinct proposition and personality which is the critical thing. Your question about whether it is a lifestyle brand is an intuitive one. The short answer is yes, absolutely. Clearly as a primarily magazine driven owner our lead platform on this is print but every brand that we (and I daresay most savvy media owners) launch will deliver content in mutiple ways (and probably do a lot more besides). Watch this space…
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18 months of consumer research and NPD work?
What was researched?
Peter Hobday -
18 months of consumer research and NPD work?
What was researched?
Peter Hobday
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