By Richard Abbott
Time magazine is targeting the Middle East for a major advertising push this autumn. Laurie Benson, the magazine’s publishing director for the EMEA region, will lead the tour.
Time magazine is targeting the Middle East for a major advertising push this autumn. Laurie Benson, the magazine’s publishing director for the EMEA region, will lead the tour with international editor Michael Elliott. The duo is expected to arrive in the UAE after Ramadan.
“One of my mandates is to raise the profile of Time for finance and travel advertisers,” said Benson. “So we will be meeting the key influentials in the media community as well as presenting our story to the agencies, with a focus to elevating our position as tool for business advertisers,” she added.
Benson said Time is one of the strongest magazine brands in the region, but there is work to do to educate certain advertisers.
“Time does very well in the Middle East, partly because the main advertising categories are finance and travel. They are both in the sweet spot of Time’s audience,” she said. “They know the name and the brand. We can do a better job letting them know more about the actual traits of our audience,” Benson added.
The Time tour is likely to focus on the UAE, but could include Qatar and Jordan. The magazine’s circulation across the Middle East is approximately 5500.