IPC Media has today launched a revamped version of its weekly lad’s magazine, Nuts, and backed it with a half-a-million pound ad campaign.
The redesign will feature new editorial elements including the introduction of former Sun newspaper’s cartoon strip Striker to the magazine, a section called ‘Nuts about Sport’looking at the comic side of Britain’s sporting highlights, and a renewed focus on fashion.
The revamp is being backed by a claimed £500,000 marketing campaign that will take the brand into 49 football grounds across the UK.
The change to the title comes after the weekly magazine recorded a sales drop of almost a quarter in the first half last year.
According to the most recent figures from the Audit Bureau of Circulations, in the first six months of 2009 sales of Nuts fell by 24.6 per cent to an average weekly sale of 188,532.
Figures for sales of the magazine in the second half of last year will be released by the ABC next month.
Nuts has partnered with in-stadia advertising specialist Sports Revolution to feature its Striker-spearheaded marketing campaign across all 20 Premiership football grounds.
Throughout February, the magazine’s branding will appear across a number of ad formats in grounds aimed at reaching estimated to reach 1.8 million football fans.
Jo Smalley, Nuts publishing director, said: “Men’s priorities haven’t changed. But their expectations and the media landscape have – even the biggest brands must work harder than ever to connect with their audience.”
The marketing campaign will also run across other IPC brands.