IPC Media launches 'Inspired Conversations' programme in ad proposition overhaul

IPC Media, publisher of Marie Claire, Ideal Home and NME, has launched a series of new content formats and research services as part of major overhaul to its ad proposition.

The magazine publisher has launched the initiative under the product name Inspired Conversations as it looks to establish a closer relationship with advertisers and giving them more access to its resources.

This includes working with advertisers to run a series of “new insight” initiatives to explore how consumers engage with brands, content and advertising all on and offline channels.

It has developed a series of “next generation ad products” created to help encourage readers to engage in new ways. Last week IPC revealed Amplify, a digital ad product that combines the media owner’s editorial content with ad creative and “amplifies” it to a target audience of up to 40m consumers.

Earlier this year it launched Social Catalyst, a marketing product designed to let commercial partners tap-in to IPC Media’s social media channels.

Meanwhile it has devised a new content strategy ,opening up content to advertisers to use within branded on unbranded formats across their earner and owned media channels.

IPC Advertising managing director Charlie Meredith, said: “Last year our consumers interacted with our brands more than ten times every second, that’s more than a quarter of a billion times, and that’s in addition to our huge reach through print, website and mobile traffic.

"IPC’s scale, engagement and interactivity allow us to ignite not just plain interactions but inspired conversations between our brands, our advertising clients and our consumers, across paid, owned and earned media.

“We know how good we are at sparking engagement that goes way beyond our own broad set of platforms. We can generate countless conversations from editorial interacting with consumers around their deeply felt passions, and this is hugely powerful. Now we have a mission to be the best at utilising this for our advertising partners."

IPC has also kicked off an Inspired Conversations roadshow, which will tour agencies, revealing more detail on the initiatives and featuring a host of former IPC editors.