Haymarket develops music portfolio with Classic FM win

Haymarket has won the contract to publish Classic FM magazine from incumbent John Brown Publishing.

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.

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