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