IPC and Emap prepare titles for spring launch

The wave of magazine launches looks set to continue with news that both IPC Media and Emap are preparing new titles for the spring.

The wave of magazine launches looks set to continue with news that both IPC Media and Emap are preparing new titles for the spring.

IPC is set to launch a fortnightly web-oriented title, which it has promised advertisers will become its 'biggest brand since Loaded' in a memo leaked to Campaign.

The fortnightly magazine, codenamed Project Spider, will be launched in the next few months with the aim of attracting a mass ABC1 market through a strong focus on new media. The likely combination of technical subject matter with a lifestyle feel is likely to pitch it into a similar market to Haymarket's Stuff and Dennis's PC Gear.

Spider, launching alongside a companion website, is backed by a heavyweight above-the-line advertising campaign in tune with IPC's focus on marketing.

The publisher has promised advertisers that the launch will bring in web-literate, technology embracing consumers through both the magazine and its website.

Meanwhile, IPC's rival Emap is preparing the launch of Project Floyd, a monthly lifestyle title focusing on workplace issues. The magazine is understood to have an initial target circulation between 60,000 and 100,000, which the publishers expect to come from a growing marketplace of hard-working, aspirational 30-year-olds.

Despite its pitch at a market with a high disposable income, Floyd is expected to take a less brash tone than 80s workplace-oriented titles such as Excell. Rachel Geary, the commercial director for Heat, is understood to have been picked as the launch publisher for the magazine.

In addition to Floyd, Emap is working on the launch of a new music title through Emap Performance. The publisher has spoken to potential advertisers about a new heavy rock title.

Emap Performance recently trimmed its music portfolio with the closure of the indie-oriented Select.



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