H. Bauer Publishing Launches National TV Campaign for Bella

24 September 2007

H. Bauer is backing its recently re-designed woman's weekly Bella with a national TV campaign, starting September 25, 2007 and continuing through to October 2007.

This is the first TV activity for the magazine in several years and is the start of a sustained branding campaign to make both the new 'young singles' generation of womens weekly readers, and the 'modern mums' market, aware of the magazine, its new editorial direction and brand values and its new retail price of 80p. The 10 second ads created by Mustoes and planned and bought by MediaEdge CIA breaks Monday 24 September and will appear in popular programme slots, including Coronation Street, Loose Women, Emmerdale and the Bill.

Qualitative research conducted by the publisher in 2006 established two categories within its target market - modern mums and young singles. To broaden the titles appeal to a younger audience, whilst staying true to its strengths, the new Bella has added more celebrity, fashion and aspirational lifestyle features to its already engaging mix of editorial.

Publishing Director Louise Newton said, "this is the most significant re-design of the title in its history. It is a wonderful brand with total flexibility to evolve and appeal to this new generation of women's weekly readers. The branding campaign is just the beginning of Bella's re- incarnation".

For further information or images please contact Julia Toni on: 020 7241 8013 or by email: Julia.toni@bauer.co.uk