The 24-page, A5 supplement is targeted at Club members who regularly buy lingerie and beauty product, with a circulation of 400 000. Readers can expect a visual guide to fun, everyday lingerie featuring graphic prints; sultry lace and satin for the evening; as well as sleek, functional shape wear and indulgent, luxe-brand statements. Those who don’t receive the printed supplement can view the eZine version on
www.edgars.co.za, where they can also view the behind-the-scenes video.
Edgars Product Marketing Manager for intimate wear, Sharon Botha, believes that good content produces results. “New Media Publishing has proven that an editorialised message with engaging content produces measurably higher ROI than other campaigns. This product not only rewards Edgars Club members, but will effectively drive in-store purchase.”
“By understanding our readers and their spending habits, we have created a brand extension that we hope they will find relevant and entertaining. After all, don’t most women like to feel sexy? I’m sure that some of our male readers will appreciate it too,” says Sarah Kuttel, group editor of the
Edgars Club Magazine.