Combat Advertising seems to have gone up to many brand marketer's head these days.In today's(3rd March 2010)Brand Equity, I came across this print ad by The Week.I almost gave it a miss as I was turning to the next page.Had it not been for the bright red colour, and similarity with The Economist's print ads...I would have surely missed this subtle version of 'Me better than you' scandal.
Ok, I will give credit to whomsoever has written the copy... at least the headline[The truth is always stronger than an Outlook] is not slap-sticky, makes a point and is subtle enough to not mock at The Outlook directly.
Below the headline, they have mentioned that The Week's circulation figures have crossed rival/Outlook's claimed circulation figures by 31,231 copies! Anyone in the publishing industry would agree...30k copies in an over crowded/almost ME TOO - biz-politico publishing is a commendable thing...however, I always thought, readership figures are move valuable than mere circulation after all the latter also includes free copies, complimentary give aways, sampling etc.
Apart from the pompous display of figures, The week has duly given the source of the data (RNI) and duration, when the data was collected.
So much for a better share of media planner's humble budget!
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