Red Bull, the preferred drink of college kids who enjoy partying all night and forgetting everything that happened by the next day, is launching a lifestyle magazine. According to USA Today, The Red Bulletin (get it?) will hit newsstands at the end of this week, with a circulation of 1.2 million.
The plan, says Associate Publisher Raymond Roker, is for the magazine to become as essential as the drink. “For most other brands, the commitment is just to the product. [Red Bulletin's goal] is to have a rich conversation with our audience.”
How are they going to reach them? By including the paper inside newspapers, of course. There will be copies available via subscription and some on newsstands, but “the majority” of Red Bulletins will be slipped inside the third Sunday edition of five newspapers.
That sounds like a really good idea. Frat kids love newspapers!