Content area
Full Text
Almost eight months into Daryl Fielding's new role as commercial director of The Independent and The Independent on Sunday, the adland veteran has unveiled her first major commercial initiative. In a tie-up with energy drink Red Bull, the publisher is set to launch a glossy, monthly lifestyle magazine targeted at male readers (MW last week).
If you believe the sell, the Red Bull-branded title, The Red Bulletin - An Almost Independent Magazine, will give "The Independent reader wings". But using the drinks brand's well-worn tagline, the publisher also hopes the launch will supply it with a much-needed lift if it is to have any success staving off declines in advertising revenue, circulation and readership.
According to the latest National Readership Survey released this month, The Independent Magazine, The Information and Save & Spend all experienced year-on-year falls of between 20 and...