The Radio Times is publishing an extra 72-page magazine this week and 200,000 extra copies to mark the Olympics.
Here’s the press release from publisher Immediate Media:
Radio Times, Britain’s best-selling quality magazine, is publishing a special bumper issue, with an extra 72-page magazine containing a comprehensive TV Guide to all 16 days of action at the Olympics. The extra magazine offers guidance from the BBC’s top Olympic presenters and experts including Gary Lineker, Jonathan Edwards, Sharon Davies, James Cracknell and Brendan Foster, plus all the action on television for every day and every sport – so you’ll never miss a moment.
It will be supported by a 10-second TV advertising campaign, with primetime spots running on ITV1 and C4 from 20 July. The ad was created by Creature of London, and directed by Stu Outhwaite. It features a swimmer who is so engrossed in her copy of Radio Times that she forgets to turn up for her race, with the strapline: ‘Don’t miss a thing with our complete 16 day TV guide to the Olympics”.
The issue will also be supported by digital and social media activity on RadioTimes.com, Youtube and Twitter.
The magazine has an extended on-sale period, commencing Saturday 21 July for London and surrounding areas, with the rest of the country going on sale by Tuesday 24 July. It comes off sale on Thursday 2 August.
The print run has been increased by 200k, and the special edition will be priced at £2. Radio Times Associate Publisher ZoÃ« Helme says: ‘This is a fantastic opportunity for retailers and ad clients. There has been significant investment into the issue, including our first TV advert since 2006, making Radio Times an essential companion to London 2012″.