A glass of champagne for Campaign
While being digital natives we are also very much still print junkies at Propeller, so we were eager to get our hands on the first monthly issue of Campaign and share reactions.
First off, it’s a big beast that requires some ‘lean back’ time to digest. There are a lot of new articles (much of it paid-for – but plenty of this is relevant and useful too). It’s farewell to some old stand-bys, such as My Secret Work Weapon, and, gasp, Diary but hello to fresh ideas like The Conversation, in which a client and their agency interview each other.
News, as you might imagine, now takes a back seat but the magazine has still pulled off a couple of those eyeball-grabbing adland stories to coordinate with their online publication; in this case the pay-out figures for those buccaneering Adam & Eve shareholders and the launch of the new agency Uncommon People from former Grey directors.
Features have more room to breathe – as do regular columnists whose words now spill over two or three pages. Detailed case studies show that the mag means business when it comes to presenting content for client-side readers, while Media, Tech, Trends and Creative sections are clearly flagged so readers can delve immediately into their driving interest.
All in all, the new Campaign looks more slickly professional in design and has more focused content. There’s strong attention paid to creative work and viewpoints from creatives - and the new layout gives a strong setting to show off examples of best-in-class advertising.
Magazines mutate from their first issue as the editorial and commercial teams learn what works and drop what doesn’t, so expect changes in coming months. We will be monitoring this new yet familiar staple of the advertising world as it evolves but wish it every success.