NEWS: Emap Metro rejigs Big! in bid to stem circulation decline

Emap Metro is pumping pounds 250,000 into the revamp of its struggling youth title, Big!, in a bid to give it a clearer identity in the marketplace.

Emap Metro is pumping pounds 250,000 into the revamp of its struggling

youth title, Big!, in a bid to give it a clearer identity in the

marketplace.



The new-look fortnightly magazine hits the newsstands on 17 April backed

by a pounds 100,000 campaign which uses the strapline, ‘Get sussed! The

all new Big! All the gossip, all the time.’



Creative has been devised in-house and the campaign will appear on

satellite TV, radio and across a range of Emap titles. Media buying is

being handled by Universal McCann.



At its height, Big! sold 314,168 copies (January-June 1994), but its

latest ABC was just 190,000.



Research carried out last Christmas indicated that its sister Emap pop

title, Smash Hits, had encroached into much of Big!’s traditional

territory of TV, film and gossip.



The revamped Big! will be gossip-driven and have a heavier poster and

puzzle content. It will move away from real-life personal dramas and

cease to feature problem pages. There will also be extensive music, film

and video reviews. In addition, the gatefold front cover will be

dropped, the logo changed and more double-page spread features will

appear.



Presentations of the revamped magazine to agencies start this week.



Barry McIlheney, managing director of Emap Metro, said: ‘Our instincts

told us Big! was due a fresh injection and research suggested we were

right and that the title needed a facelift. We want to position Big! as

the first entertainment magazine for nine-year-olds and upwards.’



Big! is aimed at nine- to 17-year-olds. Eighty per cent of its readers

are girls and 20 per cent boys.



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