Research conclusively shows that use of ethnic media increases favourable resonse to marketing messages. Now, for the first time, a media resource exists to target the afflunent and highly desirable Western Arab, in an English language medium - introducing Arabella magazine.
(PRWEB) October 18, 2005 -- Research shows that ethnic consumers appreciate companies and brands that reach out to them via specialist media, as it shows a greater level of considerations and effort to reach them. The benefits for those that make the effort are more favorable evaluation of ads and potentially increased loyalty*.
This does not just apply to first generation consumers, but second and third generations too - who especially appreciate the effort taken to reach out to them personally, as opposed to mass media advertising that is considered generic.
For the first time, there is a magazine that offers companies a unique opportunity to directly target the affluent and brand conscious Arab/Middle Eastern audience in the UK. And all without the cost of translating media message into another language, as Arabella magazine is printed in English throughout.
Arabella magazine, a specially tailored glossy lifestyle publication for the Middle Eastern consumer, will be opening up its pages to readers in November 2005 and offers a multitude of information, entertainment and advice on social issues, beauty, fashion, health, and lots more.
This exciting new magazine has two main objectives. The first is to serve the needs of an already existing and growing number of individuals who are of Middle Eastern descent, but have been living abroad for an extended period, or were born/raised in the West.
“The Middle Eastern Woman lives a Western life while maintaining her Eastern values, especially when it comes to culture, family, fashion, and entertainment. Arabella understands and speaks to both of these aspects of her life”, explains magazine founder and Editor-in-Chief, Elvira Doghem-Rashid.
The second and equally important objective is to cater to those individuals who have a deepening interest in the East, a culture whose influence has been spreading like wildfire into all areas of Western life.
“The influence of the Middle East can be seen in the kaftans on the catwalk or any number of singles in UK chart in recent times. There are belly dancing classes and Middle Eastern restaurants all over the country,” comments Doghem-Rashid “People have always been interested in the Middle East, never more so than now, but they have rarely been able to scratch the surface. For the first time there is an accessible publication for people who want to learn more. Arabella puts a real face to the often misunderstood Middle Eastern community in the UK”.
The concept for the magazine grew out of recognition of both the melding together of Eastern and Western cultures, as well as the lack of a centralized voice for this affluent niche consumer group.
The magazine targets ABC1s aged 20-55 living in major cities in the UK and other locations around the world. The gender split is 70% female and 30% male.
The magazine’s exclusive consumer research among the Middle Eastern community in the UK reveals that the readership base is very well traveled, has an affinity for luxury good brands and a keen interest in technology.
Arabella magazine offers companies a unique opportunity to directly target this affluent, Westernized, brand conscious audience for the first time. And all without the cost of translating media message into another language.
To assist those new to marketing to this group get the most out of their advertising, magazine editorial staff are on hand to offer advice about suitability of marketing messages and ways to maximize appeal among this specialized group.
Special rates and discounts are available for the launch issue, running throughout October - ending soon. You could even get a full page, full color ad for free (terms and conditions apply).
For more information please contact advertising@arabellamag.com
For questions, additional information or magazine images, please contact Nadine Hallak (Press & PR) on +44 (0) 78 8634 0667 or at nadine@arabellamag.com
Elvira Doghem-Rashid is available for interview upon request.
Note to the editor
- Arabella magazine is published in English and will be on sale from November 2005.
- There are no official figures on the number of people of Middle Eastern ethnic origin in the UK, but estimates put the figure at over ½ million.
- The magazine launch is timed to coincide with Eid (November), Christmas and Hanukah (both December) – key events in the spiritual calendars of the three main religions of Middle Eastern people.
- “Ethnic evaluations of advertising: Interaction effects of strength of ethnic identification, media placement, and degree of racial composition”, Journal of Advertising, 1999 by Corliss Green.
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