Dazed & Confused

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The youth culture and style magazine had conducted student marketing in-house for several years and had an established range of activities. It had a good understanding of the student market and a strong sense of where its readers could be found within it.Dazed did not require large-scale, detailed consultancy but simply a quick ‘healthcheck’ of their current activities, along with some recommendations for fine-tuning and suggestions of potential new opportunities.

On the basis of a precise interview with key marketing staff, we created a condensed review document containing advice, contacts and resources.

Its scope was broad and included: a look at the pros and cons of alternative student media channels; a discussion on the relevance of online marketing; a proposal for a re-worked product sampling scheme; and advice on timings and the student calendar.

Dazed remains one of the few successful magazines of its type and the only one which targets its student readers in the campus environment.

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