Media Ads: The Financial Times

The Financial Times new branding campaign coincides with the newspaper's redesign. Using the tag line "We Live in Financial Times," the campaign features three distinct images that represent globalization (World business depicted as an island with business buildings from all over the world), mergers and acquisitions (Smaller sharks being swallowed by the larger ones) and entrepreneurship(Richard Branson looking like Che Guevara)

The new campaign is expected to highlight the breadth and depth of content within The Financial Times. All the ads drive traffic to the microsite

Original article link here

LaunchPAD: Portfolio

Why an international magazine in LaunchPAD this time? Because Portfolio was nearly two years in the making, and many in the magazine industry called it the most anticipated launch of 2007.

Condé Nast Portfolio chronicles how business shapes the world—and who the players are that wield the power. According to MediaBuyerPlanner, the premiere issue (May 2007) has 185 ad pages (out of 332) and boasts stories that match writer and subject in the style of Vanity Fair, with Tom Wolfe writing on hedge funds (photographs by Annie Leibovitz) and Michael Lewis writing on jock exchanges, or trade in athletes.

To read the day-by-day account of the launch, you can visit mr magazine blog.

Editorial: Two Style Guide Resources

Here are two valuable resources for editors.

For a free download (PDF or Word) of Guardian Style Guide 2003, click here.
The Economist Style Guide is available online for instant check whenever you have a usage doubt. In case you want a more expanded version of the Guide, you can buy the hardback version of Style Guide, which also featuures a special section on American and British English, a 64-page fact checker and glossary.

For those interested in seeing how 'Style' has evolved over the years, there is the 1928 Style Guide from Manchester Guardian put together by CP Scott and used by The Guardian till 1960.

Know more Style Guide resources?

India: Foreign Invasion

For magazine lovers who have been reading and buying international magazines, here is a piece of good news:

Indian editions of IPC Media's Hair, Conde Nast's Vogue and Hearst's Harpers Bazaar are next in line. And according to an article in Business Standard, Esquire and National Geographic are scouting for Indian partners.

Mainsteam media is finally starting to take note of the magazine explosion. In fact, you might want to read the Business Standard article, with lots of the industry quotes, on this Indian love affair.

Meanwhile, I actully saw Monocle today in a little cake shop in Goa that has about 15 magazines in all. Amazing...
But at about Rs 1000, I am not sure I can buy it. Will write more about Monocle later.

LaunchPAD: Prevention Magazine

New on the newsstand is 'Prevention' magazine. Launched by India Today under a licensing agreement with US-based Rodale. The 150-page magazine is targeted at 35-plus Indian women and costs Rs 50.
Prevention's focus will be in-depth stories related to fitness, nutrition, family and beauty.