Haymarket has won the contract to publish Classic FM magazine from
incumbent John Brown Publishing.
The company will also take over advertising sales for the title from the
radio station’s sales operation Opus.
Haymarket is setting up a sales team of five to sell the magazine. An
unspecified number of staff are being recruited externally.
The new unit will be part of a 40-strong consumer team, headed by group
publishing director Kevin Costello.
Costello’s division sells Gramophone, What Hi-Fi?, Stuff, The Net,
E-Music and Four Four Two.
Haymarket sees links between Classic FM and Gramophone, which it
acquired a year ago from its founder Gramophone Publishing.
Costello said the two titles would not be cross-sold. However, he
conceded they would provide each other with sales leads.
Gramophone has an ABC of 50,320 and is aimed at the serious classical
music buff, aged 45 to 50 and predominantly male. Classic FM targets the
more casual music lover and has a younger reader profile. Its most
recent ABC is 38,322 but it claims a readership of 223,000.
The market leader is BBC Worldwide’s BBC Music, with an ABC of
Costello said: ’Over the last year we have acquired a high profile in
the classical music market and we aim to dominate the category.’
He added: ’The two magazines complement each other as each has a
different market and audience group.’
Under the new arrangement, which comes into effect in November,
Haymarket will pay the radio station a licence fee to publish the
magazine. Profits will be shared between the two parties.
The title has been published by John Brown since its launch. The
publisher was paid a fee by Classic FM for producing the title.
John Brown’s chief executive Andrew Hirsch said the publisher had
declined to renew the contract with Classic FM under the same terms
offered to Haymarket.