Talking to marketing men about their latest ventures can sometimes
be like listening to one of those pre-election speeches by Tony Blair -
the word ’new’ seems to pop up in every sentence.
Speaking to Simon Gulliford, the marketing development manager for Emap
Metro, is no exception. But as the man responsible for marketing Heat,
Emap’s new weekly entertainment title and its biggest consumer magazine
launch to date, Gulliford’s overuse of the word is forgivable.
While many ’new’ magazine launches turn out to be re-hashed versions of
existing publications, Heat looks like the genuine article. And if the
launch campaign, created by Bartle Bogle Hegarty, is anything to go by
(Campaign, last week), we can expect Heat to be as different as
A 60-second spot, due to break on 29 January, uses a weird, off-the-wall
idea not normally associated with magazine advertising.
A young woman relaxes in a bath, a man flinches from the rain, and
another man prepares to have his hair cut - all against a background of
white noise. As each picks up a copy of Heat, music breaks out and they
are engulfed in flames. The endline runs, ’where there’s smoke’, and the
theme will be used in radio, poster and print ads as well as at point of
’The conventional approach to magazine ads is just to say, ’let us tell
you about the content’. We wanted to make a definite emotional
connection with people,’ says Gulliford, who has a long-standing
relationship with Emap but has only recently started working for the
Gulliford set up a marketing consultancy six years ago after an eclectic
career that took in stints as a lawyer, a photocopier salesman and, most
recently, an academic.
Since then, he has worked with a number of major clients including Sears
and Boots. He acted as what he calls an ’arm’s-length consultant’ on
Red, Emap’s last major consumer magazine launch, and has been involved
with Heat for more than a year.
’It has been a serious proposition for about two years now,’ Gulliford
says. ’But our view was that we needed to spend some time getting it
right - this isn’t about catching a trend, it’s about filling a real gap
in the market.’
The magazine launches on 2 February and will be a glossy,
celebrity-based title aimed at twenty- and thirtysomethings, with a
cover price of about pounds 1. The total cost of launching Heat has been
put at about pounds 5 million.
The editorial team, which has produced dummy issues for the past three
months, includes the editor, Mark Frith, who has worked on Smash Hits
and Sky magazine. Charles Gant from The Face will cover film, Q’s Martin
Aston will be music editor and David Spedding from Sky will be TV