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Giant Magazine

Challenge

In a market inundated with new magazines, GIANT faced significant challenges leading up to and through their launch. They asked RLM to help them illustrate to media and consumers their significant differences from the plethora of other entertainment magazines on the market.

Targeted at 18-25 year-old men with an interest in entertainment, GIANT’s content includes quick facts, a barrage of trivia and in-depth articles and interviews about the music industry, motion pictures, video games and books.

Armed with a strong set of facts (GIANT’s initial circulation was 600,000, the editorial staff had impressive and extensive experience, and the premier issue had many pages of ads from top-tier advertisers), RLM set out to illustrate that GIANT was here to stay.

Tactics

RLM launched a media campaign that was two fold, first tackling the business media to promote the magazine’s market stability and then for the consumer media to drive sales nationwide.

With the financial and trade press, RLM positioned GIANT as a financially sound publication and the first entertainment magazine for guys, emphasizing GIANT’s relationship with major advertisers. RLM also introduced GIANT to the entertainment and media industry writers and influencers in New York and entertainment gossip Web sites.

RLM then promoted GIANT to the consumer print and broadcast media nationwide, arranging a series of one-to-one media interviews. RLM did a mailing of 200 radio shows, freelancers and top daily newspapers in the top 100 markets and conducted proactive pitching to morning show radio producers, TV morning show producers, media industry and entertainment writers, editors and writers with entertainment trades, and college newspapers.

Results

RLM’s “shoot for the top” methodology paid off. Over the six-month period, GIANT received over 6.1 million media print impressions for its launch. Additionally, RLM took coverage abroad into Canada by securing a story with a national Canadian wire.

Coverage included: