BBC prints souvenir title for opening of Royal Opera House

In a rare venture into contract publishing, BBC Worldwide has produced a commemorative magazine for the opening of the new Royal Opera House.

In a rare venture into contract publishing, BBC Worldwide has

produced a commemorative magazine for the opening of the new Royal Opera

House.



The publisher hopes to sell 70,000 copies of the magazine, priced at

pounds 4.50. The 100-page special has been produced by the BBC Music

editorial team with advertising sold by sales house, Bluebird Media. The

34 ad pages include opera supporters and high net worth advertisers such

as Coutts, PowerGen, SmithKline Beecham, HSBC, Gold Coin Joailliers,

Astra Marketing and Prudential.



Commenting on the decision to use a sales house, deputy editor Jonathan

Gifford said: ’The advertising for BBC Music is very different and is

much more focused on the music industry, such as labels and new

releases, and this one-off might have stretched the ad sales team too

much.’



The premium cover price reflects the high production costs and the fact

that as many as 30,000 copies are to be given away to people who attend

Royal Opera House performances in December. The retail copies will be

sold through the newstrade as well as HMV, Tower and Virgin outlets.



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