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Analysis: Will Red Bull deal pump up The Independent's sales?

Publication: Marketing Week
Publication Date: 27-NOV-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Analysis: Will Red Bull deal pump up The Independent's sales?(Independent News and Media PLC and Red Bull Company Ltd. are launching new lifestyle magazine )

Article Excerpt
Almost eight months into Daryl Fielding's new role as commercial director of The Independent and The Independent on Sunday, the adland veteran has unveiled her first major commercial initiative. In a tie-up with energy drink Red Bull, the publisher is set to launch a glossy, monthly lifestyle magazine targeted at male readers (MW last week).

If you believe the sell, the Red Bull-branded title, The Red Bulletin - An Almost Independent Magazine, will give "The Independent reader wings". But using the drinks brand's well-worn tagline, the...

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