RADAR runs ads promoting their online properties in RADAR the magazine. House advertising, as it’s known, is often treated as an afterthought (not just by RADAR but by magazines in general). Of course, one man’s afterthought is another’s missed opportunity. We set out to turn house ads into something that people would want to tear out rather than pass over. Message-wise, we needed to figure out a way to differentiate the online content, which was updated constantly, from the print content, which featured longer, more journalistic fare.
In the end we realized that when it comes to online coverage of celebrity and political scandals, every morning is like Christmas morning – it’s as if a mythical being had snuck onto your computer while you slept and filled it with mugshots, and salacious news.