all talk and no action

Two years ago, marketing student Joanna Wojtalik came up with the idea of sticking miniature magazines under the labels of drinks bottles so they could be distributed via grocery channels rather than the traditional magazine publishing channels. "I take a lot of interest in the content of product labels and how they are used to market a product. It occurred to me that there was a lot of scope to do more with product labels. I thought a magazine inside a label would create a huge point of difference in any consumer product," she said.

The scheme has now gone into commercial production in Australia with a 32-page, A7 (74mm x 105mm) mini-mag called iLove, which is attached to bottles of mineral water.

The editorial team is headed by Felicity Robinson, formerly a senior editor with Marie Claire. Each issue carries 10 pages of ads, and the publisher, Modern Media Concepts, reckons the circulation will hit around two million. That's a lot of potential eyeballs for the advertisers.

MMC says it has plans to expand into children's and men's magazines in the next 12 months, and that it will shortly announce a series of joint ventures with other publishers and drinks companies.

[From gizmag via Popgadget]