Emap Metro is pumping pounds 250,000 into the revamp of its struggling
youth title, Big!, in a bid to give it a clearer identity in the
The new-look fortnightly magazine hits the newsstands on 17 April backed
by a pounds 100,000 campaign which uses the strapline, ‘Get sussed! The
all new Big! All the gossip, all the time.’
Creative has been devised in-house and the campaign will appear on
satellite TV, radio and across a range of Emap titles. Media buying is
being handled by Universal McCann.
At its height, Big! sold 314,168 copies (January-June 1994), but its
latest ABC was just 190,000.
Research carried out last Christmas indicated that its sister Emap pop
title, Smash Hits, had encroached into much of Big!’s traditional
territory of TV, film and gossip.
The revamped Big! will be gossip-driven and have a heavier poster and
puzzle content. It will move away from real-life personal dramas and
cease to feature problem pages. There will also be extensive music, film
and video reviews. In addition, the gatefold front cover will be
dropped, the logo changed and more double-page spread features will
Presentations of the revamped magazine to agencies start this week.
Barry McIlheney, managing director of Emap Metro, said: ‘Our instincts
told us Big! was due a fresh injection and research suggested we were
right and that the title needed a facelift. We want to position Big! as
the first entertainment magazine for nine-year-olds and upwards.’
Big! is aimed at nine- to 17-year-olds. Eighty per cent of its readers
are girls and 20 per cent boys.