Haymarket set to take on WV and Paragon with DVD launch

Haymarket Publishing is planning an assault on the fledgling DVD publishing market with a quarterly magazine scheduled to hit newsstands on 11 May.

Haymarket Publishing is planning an assault on the fledgling DVD

publishing market with a quarterly magazine scheduled to hit newsstands

on 11 May.



DVD is being produced by editorial and advertising staff pooled from

Haymarket’s 23-year-old title What Hi-Fi? and will be branded with the

What Hi-Fi? logo.



Like its rivals, such as Paragon Publishing’s DVD Review, the

Teddington-based publication will contain a wealth of information on DVD

releases but feature a higher percentage of hardware reviews.



The magazine, which is designed to simplify the DVD buying process, will

have a cover price of pounds 3.99 and a circulation of 30,000.



Kelly Gilvary, the former advertising manager of What Hi-Fi?, has taken

the sales helm. Her right-hand woman is Julia Pike, who has moved over

from Haymarket’s Brand Solutions department, where she offered clients a

range of ad services, such as reprints. The third member of the team is

What Hi-Fi?’s Chris Tiney.



The sales team has just closed the first issue of DVD, pulling in 35

pages of advertising from a range of clients, including the hi-fi

producer Nakamichi and software retailer DVD Magic.



’Being endorsed by What Hi-Fi? will add to the authority of DVD,’ said

Gilvary. ’The unrivalled heritage coupled with its integrity means

readers know it is a brand they can trust.’



Simon Clays, editor of the magazine, said DVD would have a consumer

lifestyle slant, covering topics with ’mass appeal’ rather than dwelling

on technical issues.



’My job has been one of translation, demystifying the subject matter for

the readers. Most DVD magazines use jargon but we simply take people

through the process of hardware selection, how to set up the system and

where to shop.’



Nick Hickman, publishing manager, said: ’DVD is a magazine in tune with

its target audience. We’ll review the best of the software currently

available in the UK, and provide a jargon-free hardware guide.’



Although in its infancy, the DVD market has spawned a number of

magazines, such as WV Publication’s Total DVD. Emap announced this week

that it is to increase coverage of DVD in its film magazine Empire.



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