The style and listings title from Kiss FM has promise, Jonathan Allen
They say the best things in life are free, so the Lick, Kiss FM’s latest
extension, is off to a cracking start.
This is not a big glossy magazine, more a detailed direct marketing
publication for Kiss. I was a bit surprised to find that Lick was an A5
pamphlet, but the cover promised music, clubs, style and offers, and
with a tongue-pierced cover girl it all looked very exciting.
We are introduced to the magazine by the dreadlocked Kiss managing
director himself, Mr McNamee, and various articles; club guides,
discount offers, competitions and a what’s on Kiss FM guide follow. Much
is based around Kiss events and programming and nearly all the editorial
is ‘written’ by Kiss DJs.
In addition to the clubbing and listings articles, there are several
competitions and discount offers from Kiss and advertisers within the
magazine. So overall, considering its large circulation (twice that of
Time Out) and the fact that it is delivered free to your door, it really
isn’t bad at all.
If this were a standalone title, it would be open to criticism. DJs,
although excellent at presenting shows on the radio, are not the best
source of the snappy, well-written copy we are used to. Looked at as an
awareness campaign for Kiss, it is, however, acceptable.
The Lick offers advertisers a tightly targeted circulation and
association with the Kiss brand, but the magazine has a high
advertising-to-editorial ratio, a relatively short life and low copy
readership. Making the most of the interactive nature of the magazine,
is probably the way to advertise and to get the best from a promising
Jonathan Allen is a happening TV buyer at BMP DDB