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
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.’