Yesterday’s ASA figures showed a $10 million decrease in ad revenue for the mag industry. And fairly tight times are forcing publishers to innovate, whether it be through branded content, new advertorial products, online initiatives or special issues like Tangible Media’s just-launched NZ Rugby World 1st XV and The New Zealand Weddings Planner.
Just as sales of tennis racquets always go up in the UK after Wimbledon when mere mortals are inspired to play, thousands of rugby balls were being kicked around the day after the All Blacks’ victory as kids all over New Zealand dreamed of becoming the next Beaver. And, in an effort to tap into the increased interest in the sport at all levels and, at the same time, prepare future stars for life in the professional era, NZ Rugby World and the New Zealand Rugby Players Association (NZRAP) are set to release a special annual publication dedicated to First XV rugby.
Print is often seen as the poor cousin of the media mix when it comes to creativity in advertising, especially when compared to some of the tricks now able to be performed in the online realm. But occasionally a publisher shows what can be done with good fashioned old paper and ink and NZ Rugby World has backed up its supreme accolades at the recent Magazine Awards with a very well-timed ‘barndoor’ cover on the August issue featuring our Dear Captain resplendent in Adidas’ new All Blacks jersey.
Where there is rugby, there is often beer, as anyone who’s visited the clubrooms after a game anywhere in New Zealand could probably well attest. And Lion and Tangible Media’s NZ Rugby World have joined forces to put out a special collector’s edition that takes an in-depth look at the All Blacks’ tremendous achievements over the past 25 years and is sponsored exclusively by Steinlager to coincide with the 25th anniversary of its support of the All Blacks and the launch of its new ‘We Believe’ campaign.