Paragon in shopping title launch

Hard on the heels of Dennis Publishing’s PS, Paragon Publishing is launching a magazine with an associated website devoted to shopping on the internet.

Hard on the heels of Dennis Publishing’s PS, Paragon Publishing is

launching a magazine with an associated website devoted to shopping on

the internet.



Shop@home debuts on 19 April and aims to encourage both men and women to

start shopping online.



Using a catalogue format divided into 25 categories, the magazine will

review more than 400 websites each month and offer advice and news about

online bargains.



Categories will include fashion, health and beauty, food and drink,

toys, home furnishings, electrical goods and sport and leisure.



The 148-page magazine will retail for pounds 2.99 with an initial 30 per

cent ad ratio, growing to 40 per cent.



The advertising is being sold by a team of five, taken from Paragon’s

new-business and internet sales teams, under the management of Jonathan

Ginger.



After the second issue, the team will be managed by internet ad sales

manager Jennie Brown. Advertisers in the first issue include QXL and

BigSave.com. Sections of the magazine are available for sponsorship.



The print run for the first issue is 100,000 with a settledown sales

target of 65,000 to 70,000. The readership is expected to be 22- to

45-year-old ABC1s.



Ad sales director Peter Cleall said Shop@home was a very different

proposition from PS. ’PS is targeting women who shop at home by

telephone and it does not cover as many categories as Shop@home,’ he

said.



The website will act as a gateway, providing direct links to e-commerce

sites. It will carry banner ads and sponsorship, which will be sold as a

package with the magazine. Paragon is setting up strategic alliances to

develop e-commerce of its own from the site. This is likely to generate

much greater revenues than the magazine.



According to last month’s NOP survey, the UK online shopping market is

expected to be worth pounds 10 billion this year, increasing from pounds

3.2 billion in 1999.



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