Media on Trial: Dolce & Gabbana video ad in Marie Claire

Sarah Tsirkas, head of press at Initiative, gives her verdict on the video ad recently featured in some October editions of IPC's women's glossy monthly Marie Claire.

Well finally – after hearing about it for many years the first video in print is here and what a beautiful video it is for D&G’s fragrances. This is a quality, high impact execution and not least due to the sheer weight that it adds to the magazine.

That publishers are still investing in the print product and continually exploring ways to ensure its future is a powerful statement - thankfully innovation isn’t just for tablets and online. IPC and Marie Claire more specifically should be congratulated for finally getting this much talked-about innovation off the ground. But whether it will have any longevity from here remains in question.

The rumoured six-figure cost alone is severely prohibitive for most advertisers, particularly in the current economic climate, especially when only 10,000 copies were distributed within London and the South East. Although when you consider that 85% of these copies went to subscribers and arguably the ‘right hands’ for this message, then cost-wise it could be viewed as a potentially more efficient way to speak to these hard to reach upmarket women.

There is no surprise that this initiative came from the P&G stable of fragrances. At the moment this is something purely for clients with deep pockets, which are few and far between. For the luxury market this innovation is a really exciting way to create the standout needed in a competitive market, running into the busy Fashion season for the glossies.

From a reader’s perspective this seriously delivers on the quality of advertising that they expect from a fashion monthly but it’s certainly not something that suits a commuter read as it would struggle to fit in most women’s ‘it’ bags. Hopefully as technology becomes more refined (and cheaper) this could be a more realistic proposition for some.

Unsurprisingly the team at IPC have been inundated with requests from other clients about this innovation, but this should be carried out with care. Like the D&G ad a video needs to offer the reader something beautiful that will surprise and engage them and not just become an expensive page turned.

What’s good?

The ad reminds us that print is still keeping the pace with the rest of the market – and that the big innovations are not exclusive to online and tablet platforms.

What could be better?

It’s a bit big – the technology needs to be refined so that it’s more portable.

Would I book my clients into this?

Yes.

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