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Haymarket Publishing is backing its recent purchase of Eve by spending pounds 500,000 on its first marketing campaign.
The press, poster and radio work, created by Kitcatt Nohr Alexander Shaw and the media agency M2M, uses the line: 'Don't get mad, get Eve magazine.' It will be supported editorially by two consecutive covermounts.
The campaign is designed to help Eve close the sales gap on rival magazines targeting thirtysomething women.
Eve did well in the latest ABCs, selling 162,077 copies. However, it was beaten by the new Conde Nast title Easy Living, which sold 171,038.
The ...