Ads to mirror editorial in new Emap magazine Pop

By COLIN GRIMSHAW, campaignlive.co.uk, Monday, 31 July 2000 12:00AM

Emap is launching a biannual unisex fashion and art magazine that boasts an innovative format and a radical sales strategy.

Emap is launching a biannual unisex fashion and art magazine that

boasts an innovative format and a radical sales strategy.



Pop, from The Face stable, has a policy of only accepting advertising

when its creative execution mirrors the style of the editorial.



Only 23 per cent of the 262-page first issue will be devoted to

advertising.



Pop’s sales strategy is to involve advertisers in the editorial concept

and maintain a high yield rate policy.



In a new departure for a glossy magazine, there will be no advertising

in the first section, including the inside front cover. Instead, an

editorial gatefold will lead straight into a 12-page fashion

feature.



Advertisers in the first issue include Prada, Gucci, DKNY, Dolce &

Gabbana and Bottega Veneta.



Pop is being sold by Emap Advertising’s fashion team of eight, headed by

Kerry Moffat, who is assisted by international men’s fashion manager

Catherine Russell.



Thirty per cent of the 70,000 print run will be distributed overseas. It

will retail for pounds 5.



New sales outlets are being sought in art galleries and fashion

boutiques.



The first edition hits the newsstands on 11 September.



The launch of Pop is expected to be followed shortly with news of a

revamped Frank, which will be a high-fashion women’s title.



This article was first published on campaignlive.co.uk

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