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Owned Product Launch
Business Traveller
Launching a commercial editorial supplement that led to a standalone magazine
Challenge
To trial a new publication that balanced editorial credibility with commercial value, and test its viability as a scalable product within the African media environment.
Solution
A premium bound-in insert featured in Ethiopian Airline inflight magazine. As Managing Art Director, I designed and art directed the format, with an advertorial approach that aligned editorial standards with advertiser needs and supported future scalability.
Impact
Strong advertiser demand validated the model, leading to expansion into a standalone bi-monthly publication and establishing a repeatable format for commercially-driven editorial products.
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