Brief Re-Written

What is the problem?
People have little time to read a whole newspaper everyday, feeling less inclined to engage in a daily purchase. i magazine isn’t effectively communicating to a younger audience, restricting circulation to a more business orientated audience. Designed for people with modern lives, i magazine is still a considerably substantial newspaper and doesn’t offer a particular amount of convenience over other paper?

We Intend to promote to a group of students that i magazine has valuable content at price within their budget.

Rationale
Primary Research
- Find out students current opinion on the magazine, its content, value
- Define why it doesn't currently have a larger student audience


Secondary Research
- Look into previous successful and not so successful promotional campaigns, analyse strengths and weaknesses
- Read through some back and current issues of the magazine to get a better understanding of the general content
- Online research into the magazine
- Current student orientated issues
- Environments in which to place promotion
- Research the newspapers competitors in relation to price and quality