Haymarket unveils new-media title for marketing experts

Haymarket Business Publications is to launch a monthly magazine to guide marketers through the Internet and new media this May.

Haymarket Business Publications is to launch a monthly magazine to

guide marketers through the Internet and new media this May.



Called Revolution, the new publication will have a controlled

circulation of 15,000 and will be targeted at client marketers, agency

staff, new-media specialists and publishers. At least 80 per cent of the

initial circulation will be on the client side.



Revolution will be edited by Stovin Hayter, a former editor of Newspaper

Focus, who will work closely with Dominic Mills, editorial director of

Campaign.



Hayter said: ’Marketing people, not IT people, are driving business’s

uptake of the Net. Although there are lots of Net magazines, there isn’t

one which talks to marketing people in their language and about the

issues that concern them.’



According to research conducted by Haymarket, which also publishes

Campaign, marketing staff are early adopters of new technology. One in

two are already connected to the Net and log on at least once a week.

Among agency staff, more than 60 per cent believe the Net will be a

major advertising medium by the year 2000.



Mills said: ’Campaign was the first advertising and marketing magazine

to take new media seriously when we launched the Campaign Interactive

section nearly three years ago. A lot of people thought we were wrong to

do it, but since then new media has come of age. If you’re in marketing

or advertising you simply cannot ignore it.’



He added: ’Too much of what we read about is hung up on technology. The

discussion has been hijacked by people who talk mumbo-jumbo. Instead of

thinking about ’how’, marketers should be thinking of ’why’. That’s what

Revolution will be about.’



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