Hanft Byrne Raboy & Partners has been tapped by Popular Science to create a print and outdoor campaign touting the 130-year-old magazine's redesign.
There was no review. The title went through a redesign last year, and the new agency's charge is to "introduce the newly rede signed, refreshed and revitalized magazine to a broader and younger mar ket," said Denise And er man, publishing director since last August.
The science monthly, whose circulation is 1.46 million, has skewed older, but the target audience now is consum ers around age 30. Popular Science seeks to market itself as more of a life style publication and less as a theory-heavy science title, Anderman said.
The shop's first effort is set to break in first-quarter 2003.
"The new editorial feel and new graphics have really made a difference," said Adam Hanft, managing partner and president. "Our job is to take that turnaround and put it out there more dramatically."
"They understand brand ing, and they have capability in the editorial, as well as advertising, area," said Anderman of the shop. She worked with it as associate publisher of Civilization magazine, which ceased publication in late 2000.
New York's Bouchez Kent + Co. worked on the redesign. Popular Science spent less than $1 million on media in 2001, per CMR. Creative was done in-house.
Ander man said there would be a marked increase in spending for the campaign, but declined to elaborate.
HBR claims bill ings of $100 million; clients include Twin lab Nutritional Sup plements and Showtime Networks.