‘Fabulous’ pays off for the ‘Sun on Sunday’

The front page of the Sun on Sunday promoted the One Direction Fabulous magazine heavily (8 November 2015)

The front page of the Sun on Sunday promoted the One Direction Fabulous magazine heavily (8 November 2015)

Most of today’s tabloid newspapers were founded by magazine barons – the Mail, Express and Mirror. The exception is the Sun, but it is well aware of the selling power of its supplements, so much so that when parent company News UK closed down the News of the World in 2011, its Fabulous magazine was moved across to the new Sun on Sunday when the daily started coming out on Sundays six months later.

Last Sunday’s edition plastered images of the supplement across the front page to promote five covers devoted to the members of boy band One Direction: Niall Horan, Liam Payne, Harry Styles and Louis Tomlinson, with a fifth cover of the boy band members together. There was similar marketing online and the special 1D magazine was also pushed in the Sun on the previous four days. The aim is to attract younger readers – and hopefully get people to buy more than one copy of the paper. It’s a strategy that appears to pay off – sets of the five One Direction magazines have sold on eBay for up to £49.99! A classic piece of brand marketing using popular celebrities.

The promos in the paper read:

With Zayn Malik’s departure and the decision to take a break in 2016, it’s been a tumultuous year for One Direction. In this week’s Fabulous, Harry, Niall, Louis and Liam reveal how they reacted when Zayn quit the band, what they plan to do with their time off and why this is definitely not the end for 1D.

There are also five covers to collect – share yours with us using the hashtag #Fabulous1D!

Don’t miss Fabulous, free with The Sun on Sunday. For more, go to Fabulousmag.co.uk

Magazines like this also allow the paper to focus on a specific part of the readership – presumably teenage girls in this case. It’s a strategy that the Mail on Sunday has played really well over the years with its women-focused You supplement and the Financial Times with its How to Spend It monthly for millionaires. Yet, when Fabulous was launched, former Guardian editor Peter Preston argued in a column that it was too far removed from the paper’s main readership.

Here’s one of the covers – but don’t ask me who it is!

One of the five One Direction covers for Fabulous

One of the five One Direction covers for Fabulous

>>>Britain’s national newspapers profiled

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