Haymarket Publishing is planning an assault on the fledgling DVD
publishing market with a quarterly magazine scheduled to hit newsstands
on 11 May.
DVD is being produced by editorial and advertising staff pooled from
Haymarket’s 23-year-old title What Hi-Fi? and will be branded with the
What Hi-Fi? logo.
Like its rivals, such as Paragon Publishing’s DVD Review, the
Teddington-based publication will contain a wealth of information on DVD
releases but feature a higher percentage of hardware reviews.
The magazine, which is designed to simplify the DVD buying process, will
have a cover price of pounds 3.99 and a circulation of 30,000.
Kelly Gilvary, the former advertising manager of What Hi-Fi?, has taken
the sales helm. Her right-hand woman is Julia Pike, who has moved over
from Haymarket’s Brand Solutions department, where she offered clients a
range of ad services, such as reprints. The third member of the team is
What Hi-Fi?’s Chris Tiney.
The sales team has just closed the first issue of DVD, pulling in 35
pages of advertising from a range of clients, including the hi-fi
producer Nakamichi and software retailer DVD Magic.
’Being endorsed by What Hi-Fi? will add to the authority of DVD,’ said
Gilvary. ’The unrivalled heritage coupled with its integrity means
readers know it is a brand they can trust.’
Simon Clays, editor of the magazine, said DVD would have a consumer
lifestyle slant, covering topics with ’mass appeal’ rather than dwelling
on technical issues.
’My job has been one of translation, demystifying the subject matter for
the readers. Most DVD magazines use jargon but we simply take people
through the process of hardware selection, how to set up the system and
where to shop.’
Nick Hickman, publishing manager, said: ’DVD is a magazine in tune with
its target audience. We’ll review the best of the software currently
available in the UK, and provide a jargon-free hardware guide.’
Although in its infancy, the DVD market has spawned a number of
magazines, such as WV Publication’s Total DVD. Emap announced this week
that it is to increase coverage of DVD in its film magazine Empire.