Emap Metro is launching a trendy new film magazine called Neon and is
drawing up a shortlist of agencies in preparation for a pounds 1.5
million advertising push.
Neon claims to have found a niche market and to be targeting a neglected
generation of film-goers. It debuts in early November, priced at pounds
2.20, and is aimed at the much sought-after 16- to 24-year-old age
The title will initially be published bi-monthly, before going monthly
The initial print run will be 120,000 and Emap is aiming for a
settledown circulation figure of 45- to 50,000.
Neon will be launched on the back of a high-profile campaign using
cinema and print. Media planning and buying are through Emap’s incumbent
agency, Universal McCann.
The publishing director, Phil Thomas, who oversees Emap’s sister film
titles, Empire and Premiere, said: ‘Through research, we identified a
group of people interested in a particular type of film who want a
hipper, more attitudinal type of magazine. The wave really started with
Quentin Tarantino and Reservoir Dogs. Neon is aimed at a younger, more
studenty audience. As Empire is to Q, so Neon is to Select.’