The mobile operator has appointed John Brown Citrus Publishing (JBCP) to produce Inside magazine on a monthly basis. It will focus on music, film and sport, and will be sent to 3m customers with monthly contracts.
JBCP won the contract following a pitch against an undisclosed direct marketing agency.
Rather than suggesting a typical approach to customer relationship management, the custom publisher pitched the idea of Inside as an "editorialised direct marketing" approach to Orange's in-bill communications.
The magazine contains information about the array of services available through Orange World, the firm's mobile portal.
It will include the latest Orange news and up-and-coming products and services, and will also contain inserts that will encourage consumers to provide personal data.
Orange will use the data in conjunction with information gleaned from tracking customer behaviour to create bespoke versions of the magazine, tailored to specific customer segments.
Earlier this year, Orange axed its customer magazine O and announced plans to replace it with two titles, both published by JBCP.
Glow was launched in May and targets high-spending customers. The quarterly magazine contains celebrity-focused editorial about music, film and sport.
The mobile operator also launched Little Orange Mag, aimed at 16- to 20-year-old pay-as-you-go customers.
Both magazines will continue to be published.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)