Free weekly magazine publisher Scout Media has appointed former Radio Times advertising director Andrew Mercer to help create tailored print ad packages for advertisers ahead of the Olympics.
Mercer, who has over 20 years of experience, will also be expected to bolster Scout London’s integrated advertising proposition across its print, online and mobile device editions.
Mercer said: “London is hosting the biggest sporting event in the world in just a few weeks, so it’s vital that advertisers use the media with the most impact at the best page rate to effectively target commuters, tourists and local Londoners during the busiest 17 days the city has ever seen.
“Selecting print ads in mags with high pass-on potential like Scout London will achieve very high readership for minimal spend. Tourists in particular will instantly trust the freemium magazines they’re given during the games. They’ll respond by going to Scout London’s online and mobile editions for further insight into the best things to see, places to go and events to attend across the capital. Hence brands need to extend the effectiveness of their print campaigns with online and mobile ads.”
Jim Zambrano, Scout Media’s publishing director, said: “Andrew Mercer’s distinguished career with big consumer magazine publishers marks him out as the ideal recruit to match the magazine to the needs of advertisers. He is helping advertisers to execute integrated ad campaigns that extend beyond the reach of Scout London’s print experience into online and mobile.”