Insider
Priced at AED5, Insider magazine will go head to head with the current competitive titles in the market. Primarily aimed at 20-45 year old women, the editorial product will deliver a round-up of international celebrity news as well as delivering pictures from the local social scene. With a more up-market tone of voice and tighter visual layout, Insider will have the competitive edge over its direct competitors. Furthermore with the marketing muscle of ENG Media and the inventory available to advertise the magazine, awareness levels will be high from launch allowing Insider to quickly dominate its category.
Graham Stacey (former associate publisher of OK! Middle East and launch joins as editor of Insider with Erin McCafferty appointed as his deputy. Joining ENG from Dublin, Ireland Erin has worked on a wide range of titles over the last six years. She was Deputy Features Editor of The Irish Sun Newspaper, the biggest selling Irish tabloid, Principal Feature Writer for Woman’s Way Magazine. She has also written for a large number of newspapers and magazines including the Irish Independent, The Sunday Tribune, The Evening Herald, The Irish Examiner, The Sunday World, The Irish Mirror, TV Now Magazine, The Dubliner and UK titles Hello and OK. editor of Ahlan).
Commenting on the launch of Insider, she comments, “I am really excited about editing Insider. It’s clear there’s a need in Dubai for an up-market magazine which delivers a steady flow of up-to-the-minute celebrity gossip and provides the reader with guaranteed high quality pictures, cutting edge features and the most elegant fashion trends. Dubai is going to love Insider.”
With a total weekly circulation of 20,000 copies, Insider will be distributed across all seven emirates, with the majority of copies going into Dubai (48%) and Abu Dhabi (20%). On-shelf distribution will be across the key retail outlets: Carrefour, Choitrams, Geant, Hyperpanda, Le Marche, 24/7 and Spinneys; Borders, Margrudys, Proof Woody and other selected bookstores.; Dubai Duty Free and Abu Dhabi Duty Free. In addition to retail presence, Insider will also benefit from a highly targeted free distribution channel. Copies will be available across the key areas where we know our target audience work and play- cafes, clinics, fashion stores, hotels, salons, spas as well as at the outbound boarding gates of key airlines for the UAE: namely Emirates, Virgin and British Airways. Again, prime locations will include specific in-store promotion areas to draw attention to the strength of IQ in the eyes of the consumer as well as delivering additional branding.
Both Insider and IQ will be heavily marketed across ENG Media platforms: Star TV Network, Coast 103.2FM and outdoor and mobile media as well as benefiting from a strong push at point of sale.