‘Open’, the weekly magazine from Open Media Network, the media venture of RPG Enterprises, has embarked on an initiative to promote the brand and boost newsstand sales and subscriptions. The brand promotion initiative, which began in the first week of June 2010, involve television, outdoor, print and digital campaigns and BTL activities at various retail chains, cinema halls and sending out e-mails /direct mailers.
The brand promotions which ran across various media for approximately three weeks and have changed into a subscription drive for the next 10-12 days.
R Rajmohan, Publisher, ‘Open’, shared the magazine’s high decibel 360 degree communication plan with exchange4media.
Launched in April 2009 amid the recession, ‘Open’ has managed to successfully carve a niche for itself in the market. However, its business has remained ordinary. Rajmohan explained, “‘Open’ is a clearly differentiated product. The readers of ‘Open’ magazine have given positive feedbacks about it. However, even though the content of our magazine is exemplary, we haven’t been able to do translate it into good business. The current marketing promotion is aimed at increasing Brand awareness levels, newsstand sales & subscriptions. We believe, our brand promotion activity will certainly yield positive results. Newsstand Sales and subscriptions of ‘Open’ have already started picking up. Though, Open is available nationally our focus will be on top 12 cities. We promise our advertisers a geographically and demographically focussed audience.”
As part of the ATL activities, outdoor hoardings were put up in five cities – Delhi, Mumbai, Bangalore, Kolkata and Hyderabad – for a period of 30 days. A TV campaign also ran across channels like NDTV 24x7, CNN-IBN, CNBC, and Bloomberg UTV for a period of 30 days with an average 10-12 spots across each channel on prime time. The TVC also getting played across 25 screens of PVR Cinemas in five cities – Delhi, Mumbai, Bangalore, Chennai and Hyderabad – for eight weeks with a total of 4,500 spots.
An extensive digital campaign is also being undertaken involving 65 websites across different genres like news, finance, business and sports for a period of six weeks. SMS push to over one million user base across Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata is being carried out.
This apart, canopy activities across retail outlets like Spencer’s, Pantaloons and Centrals are also on the anvil.
‘Open’ recently changed its tagline from ‘Your weekly mind stimulant’ to ‘The weekly for the young mind’ to have better appeal among readers with a young state of mind. The magazine also adopted the compact format.
‘Open’, under the editorial readership of new Editor- Manu Joseph, is looking forward to carry forward the brand with more vigour.