Glossy Talk: Who magazine's "celebrity with integrity" campaign

Glossy Talk: Who magazine's "celebrity with integrity" campaign 

Who magazine has for a long time prided itself on its editorial promise to readers – "We research our stories, we check our facts and we never make it up" – which is the cornerstone of its newest multi-platform brand campaign to launch on the Seven Network tonight. 

"The campaign’s tagline ‘Celebrity with Integrity’ summarises Who’s unswerving commitment to going behind industry speculation, or the latest spin, to deliver our readers the best credible read every week," says editor Nicky Briger. "In the competitive Australian magazine landscape, Who’s credentials have been fundamental to its success – and we’re proud to showcase these in our latest brand campaign." 

The campaign, created by DraftFBC, will roll out across print, online, radio and TV into 2011, with the view to cementing Who's position as Australia's premium celebrity weekly. Who outpaces ACP Magazines rivals OK!, NW and Grazia in weekly sales with an average of 134,546 copies bought each week as at the June audit period. 

Who also outsells its Pacific Magazines stablemate Famous, which is running its "Busted Getting Famous" in-store campaign now, which plays on Hollywood's celebrity law-breakers. Encouraging reader engagement with the brand, it gives them (women, mostly – as the cut-out is a Lindsay Lohan lookalike) the opportunity to have their own celebrity mug-shot taken and uploaded to Facebook with the chance to win $5000 in bail money. Two company brands with very different editorial/celebrity values.

Yours truly,
Girl With a Satchel