Made Up media
Digital magazine has launched
The imaginatively titled O from Oprah Winfrey has been relatively successful in the US, but the UK has been slower to embrace celebrity endorsed properties.
But we are now catching up, with Rio's effort and recent launches such as Disappear from Peaches Geldof and Jamie by Jamie Oliver.
Using celebrity to produce magazines doesn't provide me with the security of quality content I want from a new launch, but then neither do the journalistic skills of Rio Ferdinand.
He seems to have an entrepreneurial streak to him, with his World Cup wind-up shows already on his CV. He has also provided much of the backing for this magazine, as well as his shirt number. Fortunately, editor Iestyn George has a strong background with GQ and NME, which provides welcome relief from Rio's initial welcome video.
I had doubts over the draw of Brand Rio initially, but what this magazine actually does deliver is relevant content.
A time-poor 16 to 20-something would be interested in fashion, gadgets, big celebrity, football and music. This delivers all of them in a well-presented, intuitive package.
Its content management system makes for an easy-to-navigate package that brings the usual creative advantages of this content-heavy video property to life.
In the current economic climate, advertisers stick to what they know or move budgets to return-on-investment-focused campaigns. #5 is a well-put-together proposition on a solid platform, but the Ceros content management system is no longer an innovation: attractive early packages will be crucial if it is to become a commercial success.
It is easy to pick up, varied and has decent quality content with intuitive navigation.
What could be better?
The vanity of Brand Rio could be a turn-off. And will the numbers stack up?
Would I book my clients into this?
Yes, I would consider testing it.
Carl Read, Business director, MEC Interaction