MEDIA: Design choice/Heartland

I find it incredible that the Conservative Party has never before had a party magazine. Perhaps deep in the party’s history there was one but certainly this is presented as a first.

I find it incredible that the Conservative Party has never before

had a party magazine. Perhaps deep in the party’s history there was one

but certainly this is presented as a first.



And hats off for taking the plunge. Having a vehicle for reinforcing

loyalty among your core audience is not a bad idea - especially when you

are trying to stage a comeback.



What an opportunity to demonstrate a fresh approach. Unfortunately

someone spotted a different opportunity - fundraising. At every turn

loyal party members can help contribute to the party coffers. ’Become a

millennium member’, ’leave a legacy’, ’generate funds by saving money on

your telephone calls’. There is nothing wrong with fundraising, and the

Conservative Party clearly knows who its heartland is, but so naked is

it in its ambition that there is little room for anything else.



Contributions from Marco Pierre White and Frederick Forsyth pop up from

the surrounding ads, while the only heavyweight politician to put his

name to paper comes on the last page in the guise of Michael Ancram.



Of course the good thing about first editions is that they are first

editions. A vehicle is now in place, it just needs some readjustment.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer