Juice Magazine :
Lifestyle Publication
BRAND:
The Juice Magazine Publication was birthed during the collapse of the LADS MAGS ERA in the UK. Attitudes were changing which were increasingly less tolerant of the misogynistic and sexist views once promoted by the likes of FHM, Nuts and Zoo, who lead the charge of semi clad, size zero females adorning glossy front covers. The Editor and Chief of the Juice magazine felt that there was a gap in the market to meet the requirement of 21st century Millennials. Juice would embrace both hard copy and web page-turning technology to make it more internationally viable and accessible on mobile devices. More importantly, it would be all inclusive and reflect multiculturalism at its finest.
BRIEF:
Industry-wise, anyone will tell you how hard it is to launch a new magazine. The costs are spiralling, the staff are difficult to acquire and distribution and sales are pretty daunting. So, along with jumping this hurdle, we would need to conjure a marketing strategy to gain relevant exposure, to avoid collapsing within the first few months (a common statistic). With brands like Facebook and YouTube becoming ever popular, carving a social media path towards consumers would be self-evident.
Initial distribution territories would start in New York and London (NYLON) and fingers crossed, propagate thereafter.
SOLUTION:
Our acquisitions consultant was able to secure a distribution deal with Warner Publishing with a caveat contingency for the U.S.
Secondly, we contacted our PR partners with a view to canvasing Red Carpets at some of the most noted events of the year. These included, The Earls Court Motor Show, LFW, The Brits and BET Awards.
Along with Juice Mags’ Media Team, we were able to conduct celebrity vox pops, shout-outs and photos of them holding the launch magazine issue. It was an absolute stroke of fortune, with personalities donating their time to show appreciation.