THE BOOK OF LISTS: The 10 best print launches
campaignlive.co.uk, Friday, 19 December 2003 10:30AM
1. New!: In a year where launch activity from the major stables was distinctly lacking, Richard Desmond's rip-off of IPC's Now was the biggest launch. Selling more than 300,000 copies a week, New! is proof that, supported by a low cover price, the celebrity bubble is here to stay. As if one copycat product wasn't enough, Desmond proceeded to launch another celebrity magazine, Star, later in the year.
The former Emap hero David Hepworth's first launch since setting up the publishing company, Development Hell, is a worthy, almost pompous, music title. Word pulls in some good interviews but even with an upsurge in music monthly sales might struggle against Emap's Mojo and IPC's Uncut.
3. Make it Groovy
Essential reading for nine-year-olds, Make it Groovy comes from Bang On the Door, a company in the pre-teen stationary business. Phenomenally successful in the pre-teen girls market, Make it Groovy mixes fashion, quizzes and tips on everything from hair dos to body art.
A monthly food title, Delicious is a serious project from Seven Publishing, the company launched by the Redwood chairman, Michael Potter. A massive success in Australia, Potter has brought the concept to UK with an ambitious print run of 200,000 and Jamie Oliver all over the first issue.
Positioned as an alternative music bible, Bang is Future Publishing's attempt to capitalise on the success of bands such as The Strokes, The White Stripes and The Darkness. Younger and edgier than Word, Mojo and Uncut, it's still too early to say whether Bang can survive longer than its 90s precursors Select and Vox.
The first project from Peter Howarth's Show Media operation, Dad tries to tap into a supposed need from new and prospective fathers for information, guidance and general support. Technically a contract title, published on behalf of the charity Fathers Direct, Dad is distributed via ante-natal waiting rooms but also flirts with the current trend of sticking contract titles on newsstands.
BBC Magazines is working as hard as any publisher on launch activity and the first fruit of this energy is this pre-teen magazine that combines celebrity interviews with features on fashion in a bid to be a mini-Heat for kids. Published fortnightly, Dare is likely to be joined by at least one other launch in the pre-teen and teenage sector from the BBC.
The blindingly obvious but brilliant idea of putting the fashions and prices of high-street store products into a magazine was developed by The National Magazine Company's Company team. Initially bagged with Company, there are plans afoot to launch Shop! as a standalone title next year.
The brainchild of three former Loaded executives, Jaunt is proof that publishing for a highly targeted, niche audience can be challenging. Jaunt is a glossy fashion and travel monthly targeting women who would rather trot off to Rome for the weekend than go clubbing. Supported by TV advertising from Publicis, it's still trying to make an impact on newsstands.
A lesson in how not to launch a magazine, Conde Nast's bungled attempt to take Ministry of Sound's customer mag on to newsstands backfired spectacularly. Trash, edited by the former Dazed & Confused editor Rachel Newsome, was pulled after just one issue of rambling incoherence. Ministry of Sound has since gone back to publishing its own title, Ministry of Sound.
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This article was first published on campaignlive.co.uk
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