As a piece of creative work, The Good Book is a perfect example of
how imaginative thinking can fly with a thorough understanding of the
target audience. The seamless transition between editorial and promotion
is so wrong-footing that even the most cynical reader will struggle to
dismiss it as an insert. This is DM at its best. Using the theme of 103
reasons to love life, the 32-page booklet appears to take a rambling
excursion through colour supplement and style mag territory. Its
eclectic content, combined with ironic humour and style-conscious
graphics are an embodiment of Channel 4's 'alternative' brand values.
But they also help to disguise more than 20 pages of pure promotion -
from fleeting mentions of a programme to full-page ads for C4.
There is no doubt that the C4 message sneaks under the wire. This must
have cost a fortune to produce, but remember the old adage 'if it
reaches the right people and gets them to act, it's worth every penny'.