Time sets new advertiser record

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LONDON -- Time Magazine publishes a special issue this month that it claims is the biggest single issue in terms of advertisers' spend ever produced by a pan-European publisher.

"The New Age of Discovery" will be sent to subscribers and be on sale on newsstands for 10 weeks in Time's international editions - Atlantic, Asia, Canada, Latin America and South Pacific.

The success of this and previous special issues has driven the publishing team to plan several "innovative" publishing projects for 1998 and 1999, says Time Atlantic Publisher Wil Merritt. "I think our editors have made the most out of the luxury of having several months to prepare these issues, unlike our normal weekly deadline pressures, providing extra time to really leverage Time's global resources."

"The New Age of Discovery," which "explores the inventiveness of mankind," is backed by a "substantial" marketing and ad campaign. The special issue is expected to draw sales of 200,000-plus copies in Europe, the Middle East and Africa - more than three times the average Time newsstand sale in the region.

A personal VIP copy will also be sent to 10,000 leaders in the region, including heads of state, corporate senior management and other relevant opinion-formers.

Separately, Time Atlantic has picked up the IPD International Press Awards prize for the best International Business and Professional Magazine of 1997.

Time Inc is the publishing arm of Time Warner, the world's largest media and entertainment corporation.

Copyright December 1997, Crain Communications Inc.

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