Wallpaper’s Line debuts with top sports brands on board

Line, the new sports and lifestyle magazine from the publisher of Wallpaper, will appear on newsstands this Thursday with more than 70 pages of advertising.

Line, the new sports and lifestyle magazine from the publisher of

Wallpaper, will appear on newsstands this Thursday with more than 70

pages of advertising.

The magazine - originally codenamed Project Tart - will make its debut

attached to the April issue of Wallpaper, which will have an increased

cover price of pounds 4.20. But two weeks later, 50,000 standalone

copies will be distributed to the key markets of London, New York,

Stockholm, Amsterdam and Milan.

The second issue will be published in October, after which it will

appear quarterly. The cover price will be pounds 3.

Advertising director Alasdhair Willis, who is responsible for Wallpaper

as well as the new title, said that in addition to the 70 pages of ads,

there was a 16-page Bjorn Borg insert and a four-page insert from Prada

Sport. The redesigned Harrods fifth floor sports department is featured

in a six-page advertorial.

Willis commented: ’The advertisers have not played safe and booked a

page - most of them have booked three or more. For instance, we’ve got

three spreads from Polo Ralph Lauren.’

Other advertisers include Puma, Fila, Gucci and Armani Sport, as well as

Nike and Adidas, which rarely advertise in the same magazine.

’This has been an exceptional launch - especially as we didn’t have a

dummy,’ said Willis. ’In a sense, Wallpaper was our dummy.’

Line is designed to fill a niche between traditional sports titles and

upmarket lifestyle magazines. It will cover sports such as tennis,

skiing, sailing, golf and cycling - as well as photogenic activities

like kayaking and snowboarding.

’Unlike many of the other launches that have taken place recently, this

is something genuinely original,’ said Willis. ’There was nowhere for

these brands to advertise that had the high design ethic of


Wallpaper’s own advertising agency, Wink Media, is running a press and

outdoor campaign to support the launch. Ads will appear in titles such

as The Guardian and the Financial Times’ How To Spend It supplement, as

well as on the Heathrow Express.

’Our readers are likely to travel a lot for work or leisure,’ Willis

pointed out.

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