Nova not a star
Nova, 'a new world a new paper', targets 25-39-year-old professionals, who are well educated, brand conscious and trendy. Termed COOLS, this audience is career orientated, on-line, out of time, living life to the full, and doing it in style.
12 Oct 2005
Published by Media 24 and positioned as a 'cousin' to the Daily Sun, it is clear this association is designed to create comfort and confidence. Like the Daily Sun, the stated intention is to attract current non-newspaper readers, but looking at the product one has to wonder what differentiates it from others already in the market.
Editorially it looks like a free sheet with what could well be termed community news. The launch issue lead story carried the headline 'Jewellers Life of Fear' and on the inside pages there was a definite hint of the Sun, Heat, and even You magazine. Would this really appeal to the COOLS set? Time will tell, but I'm not convinced so far.
About Gordon Patterson
Gordon Patterson is Managing Director of Starcom.
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