Time Inc. USA
Increase both newsstand impact and the emotional engagement of Cooking Light, America’s leading healthy eating brand.
A two-week rapid prototyping research loop was run out of Cooking Light’s offices in Birmingham, Alabama, followed up with a more intensive session in NYC.
The key action was the creation of the new strapline ‘Guilt free living’, as this benefit was discovered to be the impulse driving Cooking Light’s active purchasers.
Scott Mowbray was appointed as the new editor-in-chief, along with Carla Frank as the new creative director. Newsstandcirculation stabilised, rate base remained at 1,775,000 whilst ad revenue increased 2% to take a market share of 21%.