Content

Month in content marketing: House of Fraser, REED and retail giant Hammerson line up new content marketing initiatives

House of Fraser to debut first ever Christmas magazine, new REED magazine targets thought leaders in management and research and Vue Entertainment's magazine become the most-read UK film title. Plus a look at how US companies are approaching content marketing and the future of Facebook and iPad/tablet magazines were placed under the spotlight in high profile articles.

House of Fraser announces Christmas magazine - Following a competitive pitch Cedar won the contract to develop House of Fraser's first-ever Christmas magazine. The new magazine will be available in 62 House of Fraser stores across the country and will be complemented by a digital app with ‘click to buy' functionality.

‘This is about creating the kind of high-end, engaging content that really gives House of Fraser customers the VIP experience,' said Hannah Saunders, Cedar's New Business Director.

Meanwhile Tony Holdway, Director of Brand at House of Fraser, added, ‘Our customers have excellent taste not just in what they buy but also in what they read. Cedar showed us they understand that with a creative approach which exemplifies our premium brand. We're delighted to be working with them.' More here.

REED magazine targets management thought leaders - Cambridge-based CPL also scored a significant win this month as it was appointed by global recruitment specialist REED  to produce a new thought leadership title covering the science sector. The publication, which will launch in September 2013, is aimed at people working in a range of management and research roles and is one of a number of thought leadership titles produced by REED for different industry sectors.

Catherine Maskell, head of marketing for REED, said CPL's editorial and design expertise - as well as its experience in the science sector - had helped it win the business. ‘We are impressed by what we have seen of CPL, not least their understanding of our communications priorities, and we are looking forward to working with them on the first and subsequent issues.'

REED used CMA Advance to select CPL. The free service helps new clients select an agency best suited to their brief. More here.

Brent Cross owner Hammerson to debut fashion and beauty magazine - July also saw an important win for Axon, which was chosen by real-estate company Hammerson to produce magazines for its key shopping centres: Brent Cross, The Oracle, Highcross and Centrale. The magazine will focus on fashion and beauty and will launch in the autumn. Axon said that it will fit seamlessly into its current portfolio of magazines which include content for retailers M&S, B&Q and Tesco. More here.

Vue's magazine becomes the UK's largest circulation movie title - In July,Publicis Blueprint announced it is expanding the print run of the title Vue which it creates for Vue Entertainment, from 200,000 copies to over 500,000. This will make Vue the UK's No.1 dedicated film title with a circulation almost three times larger than the nearest paid-for specialist film title. The magazine has been registered with the Audit Bureau of Circulations (ABC), and the growth comes after just five issues (five months). More here.

McDonald's magazine nominated for award - Content marketing agency Seven is well placed to bag a series of Institute of Internal Communications awards after it secured no fewer than seven nominations. The gongs will be dished out at the IoIC Awards Dinner on Friday 27th September with Seven in the running for a wealth of awards from Best use of Writing and Imagery (The Met - The Job) to Best use of Digital Media (McDonald's - Ourlounge newsletter). Seven's Rebecca Bramwell has also been shortlisted for the Best Designer award. More here.

Auto Trader iPad app nominated for award - A pair of CMA members are celebrating after scooping nominations for the prestigious PPA Digital Publishing Awards. Auto Trader's monthly interactive app for iPad and iPhone, ignition, which is created by content agency FuturePlus, has been nominated for ‘Digital Magazine of the Year'. The app, which is made using the company's innovative FutureFolio software, incorporates interactivity and TV standard video combined with unique search and Facebook ‘want' functionality. More here.

Cineworld app gets PPA nomination - Meanwhile the Cineworld Magazine App, which has been created by the team at Immediate Media Branded Content, has also been shortlisted for a Digital PPA Award. The magazine style app is described by the publisher as combining the editorial of a high-end film magazine with the efficiency of a film-listings platform. It has already won several prestigious industry awards including the category of Best App/Mobile Content Solution at the 2012 International Content Marketing Awards. More here.

Musicians' Union magazine scoops award - There was also an award this month for FuturePlus, with the agency triumphing at the Trade Union Communications Awards where it won best magazine for The Musician which it produces for the Musicians' Union. The judges described The Musician as ‘packed with appealing, relevant content, which was beautifully laid out and easy to read', adding it was ‘well-written and weighty, full of fact-filled articles and useful information for members.' More here.

Examples of quality content marketing from the US - In July, the CMA took a look at some of the inspiring content marketing stories coming out of the US. The feature examined Qualcomm's Spark, an attempt by the mobile phone chip manufacturer to create an online thought leadership portal and Degree's The Adrenalist - an active sports content-driven website from a deodorant manufacturer. More here.

Content marketing and return on investment - July saw a fascinating post on content marketing and return on investment (ROI) on high-profile US blog Venturebeat. David Greschler CEO of PaperShare asked  the question: ‘what do 100 likes of an infographic on Facebook, 1,000 views of a video on YouTube or 10,000 downloads of a presentation actually translate to?' Greschler concludes that what is needed is a way to know who is looking at content marketing no matter where they find it - and a way for sales to engage with viewers and turn them into customers. More here.

Search has changed forever - says Google - In what sounded like a fascinating speech in July, Google's head of performance Matt Bush told the Internet Advertising Bureau that the company has called time on search as we currently understand it. ‘The way of doing things yesterday is gone. We need to be looking constantly at data, analytics and other things to ensure we stay ahead of constantly connected consumers,' he said. Bush added that mobile was still an untapped audience for marketers, while voice search would have a profound impact on search in several ways. More here.

The state of iPad/tablet magazines - July also saw a spate of articles on the current state of the iPad/tablet magazine app format, the most high profile of which featured David Hepworth writing in The Guardian. The esteemed editor/publisher noted the recent closure of Future Publishing's tech mag and suggested that the format is still finding its feet. He concluded by saying, ‘In my limited experience, the more weekly, traditional, wordy and formulaic a magazine is, the better suited it is to reading off a screen. I subscribe to The Week, The Economist and the New Yorker and thoroughly enjoy them on a tablet.' More here.

Posted in
7thAug 2013


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