NEWS: New Haymarket title to be aimed at men who view quality TV

campaignlive.co.uk, Friday, 13 December 1996 12:00AM

Haymarket Magazines (publisher of Campaign) is to launch a new title, the Box, about television for the intelligent viewer, next spring.

Haymarket Magazines (publisher of Campaign) is to launch a new title,

the Box, about television for the intelligent viewer, next spring.



The Box will be edited by Paul Simpson, former editor of FourFourTwo,

Haymarket’s successful adult football magazine. It will be features-

based and aimed at 25- to 44-year-old men who like TV but are selective

about what they watch. It will not be a listings title, and will

emphasise the programmes rather than the stars. It will concentrate on

quality programming, such as Cracker, Prime Suspect, Have I Got News For

You and the X-Files.



Simpson said: ‘The type of programmes we will pick will define the

magazine and its audience. Its ballsy, opinionated character and tone

will reflect readers’ own discerning standpoint. ’



Initially bi-monthly with a sales target of 50,000, Haymarket says the

Box is intended to capitalise on the huge changes in TV. The advent of

multi-channel TV, Simpson argued, will create a climate in which readers

will need guidance about choosing programmes. ‘The magazine’s staff,

sharing readers’ interests and tastes, will pinpoint programmes that

fit.’



According to Simon Kanter, launch publisher, the Box will not be

positioned on newsagents’ shelves with the TV listings titles but with

film magazines such as Empire, Premiere and Neon.



Simon Daukes, Haymarket’s research and development director and

publishing director of the Box, said: ‘Launching an entertainment title

takes us in another new direction but, given our success in publishing

for male audiences [Haymarket also publishes a string of car titles],

it’s a logical development.’



This article was first published on campaignlive.co.uk

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