The marketing campaign for the new title - Puzhi - was created by Ogilvy & Mather and MindShare. Puzhi is published by Shanghai Press and Publishing Development, under licence from Reader’s Digest.
According to Reader’s Digest Asia regional MD Rosemarie Wallace, Puzhi “shares the same editorial pillars and philosophy” as its English sister title.
According to Reader’s Digest Asia regional MD Rosemarie Wallace, Puzhi “shares the same editorial pillars and philosophy” as its English sister title.
“Puzhi magazine will use Reader’s Digest’s international editorial expertise and global content as well as following its format,” said Wallace. “In this cooperation, Reader’s Digest’s role includes supplying editorial content as well as all aspects of the advertising sales of Puzhi magazine and relevant consulting services. In the launch issue, about 85 per cent was from international editions of Reader’s Digest.”
The launch campaign consisted of print, outdoor and online executions, which attempt to build awareness of the new title among the 25- to 45-year-old tertiary-educated audience. The ads feature branding from both Puzhi and Reader’s Digest, in a bid to make the connection between the two titles clear.
“It’s one of the most established brands in terms of magazines globally but there’s very little awareness here in China,” explained MindShare China brand team leader Cameron Romeril.
“The consumer magazine battle in tier-one markets is quite ferocious between local and international brands. The strategy is about high visual dominance at point-of-purchase, concentrated over a shorter period of time. The difference here in China is we are trying to make the title a bit more vibrant.”
