March 02, 2012
THE SUNDAY TIMES MAGAZINE 50TH ANNIVERSARY
It's 50 years since The Sunday Times launched the first colour magazine. The groundbreaking, influential Sunday supplement has spawned countless imitators, and to mark the magazine's historic milestone, a commemorative 50th anniversary edition of The Sunday Times Magazine was published on February 5th. Coinciding with the release of this special issue, the Saatchi Gallery hosted an exhibition showcasing the work of the world's finest photographers featured in the Magazine.
Following a comprehensive broadcast media relations exercise, including the creation of bespoke advisory material tailored to the various TV, radio and online outlets being targeted, markettiers4dc installed a temporary Outside Broadcast unit in the Saatchi Gallery on the opening day of the exhibition. This allowed broadcasters to speak to the interviewees (consisting of Sarah Baxter, editor of the magazine, and the British photographers Stuart Franklin and Chris Floyd) directly from the gallery. This increased the appeal of the interview opportunity and created further buzz at the gallery on the opening day.
Prior to the exhibition opening Sarah Baxter appeared on the Robert Elms show on BBC London, previewing the gallery and magazine content. From the opening day of the exhibition, interviews were secured and managed with the BBC Radio 4 Media Show, as well as BBC Wales, BBC Radio Humberside, BBC Radio Devon, BBC Radio Cornwall, BBC Radio Jersey and BBC Cumbria. The BBC Midlands Hub also carried out an interview, which was broadcast across BBC Radio Hereford & Worcester, Coventry & Warwickshire, Nottingham, Stoke, Shropshire and Leicester. Sarah Baxter also appeared on the Andrew Marr Show on the morning of February 5th, ensuring The Sunday Times and special edition of the magazine were front of mind on the day of publication, ultimately driving sales. Subsequently, Sarah Baxter and Stuart Franklin also appeared on The Alan Titchmarsh Show alongside the historian Kate Williams.
A quantitative report highlighted the valuable coverage secured (including interviews across 18 stations with a potential reach of more than 15 million adults), whilst a qualitative evaluation highlighted the consistent delivery of key messages and positive tone of coverage secured with broadcast media highly indexed against the core target audience (with an above average quality metric score of 72%).