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Sex Sells

28 Jul 2009

News Magazines women's interest title, Notebook has launched its first ‘sex issue' complete with risqué advertisements from the Three Drunk Monkeys.


The August edition has the headline "Women and Sex" and contains such articles as "Sex after Separation" as reported in AdNews. On the Notebook website, editor Caroline Roessler states, "We've decided to talk about sex loudly and proudly in this month's issue of Notebook:. We look at subjects from sex in relationships (and out of relationships) to sex and housework, sex addiction and pornography. We even talk to a woman who pays for sex. We also talk to women about having sex the first time after childbirth, celibacy, divorce and weight loss and weight gain."


The publications was relaunched late last year to address the confusion over what category the title fitted in to as far as a homemaker, craft or gardening magazine and by positioning itself as a women's interest publication the aim was to broaden the readership beyond the core market of women aged 25-54 according to Mark Kelly, group publisher of lifestyle titles at News Magazines. Kelly said Notebook was previously positioned as "four mags in one. The problem is you can fall between stools with that positioning."


Along with the relaunch Notebook now focuses on themed issues with each edition showcasing a different theme this benefits advertising sales allowing the sales managers to take a targeted approach to the advertisers.


Despite a healthy circulation of approximately 70,000, Kelly told AdNews, "Awareness among the target market has always been relatively low. We definitely have the goal of increasing awareness."


Keep an eye out for the advertising campaign to support the "sex issue" running in News Limited publications and outdoor with Mark Green, managing director of Three Drunk Monkeys pointing out that the advertising is made up of four executions covering questions and experiences real women encounter in their sex life with a headline such as "Sex and Housework" showing a woman washing up with the context taking on a new meaning in light of the content. The tagline of the advertisements puts Notebook as "the magazine for our times".



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