Haymarket Magazines (publisher of Campaign) is to launch a new title,
the Box, about television for the intelligent viewer, next spring.
The Box will be edited by Paul Simpson, former editor of FourFourTwo,
Haymarket’s successful adult football magazine. It will be features-
based and aimed at 25- to 44-year-old men who like TV but are selective
about what they watch. It will not be a listings title, and will
emphasise the programmes rather than the stars. It will concentrate on
quality programming, such as Cracker, Prime Suspect, Have I Got News For
You and the X-Files.
Simpson said: ‘The type of programmes we will pick will define the
magazine and its audience. Its ballsy, opinionated character and tone
will reflect readers’ own discerning standpoint. ’
Initially bi-monthly with a sales target of 50,000, Haymarket says the
Box is intended to capitalise on the huge changes in TV. The advent of
multi-channel TV, Simpson argued, will create a climate in which readers
will need guidance about choosing programmes. ‘The magazine’s staff,
sharing readers’ interests and tastes, will pinpoint programmes that
fit.’
According to Simon Kanter, launch publisher, the Box will not be
positioned on newsagents’ shelves with the TV listings titles but with
film magazines such as Empire, Premiere and Neon.
Simon Daukes, Haymarket’s research and development director and
publishing director of the Box, said: ‘Launching an entertainment title
takes us in another new direction but, given our success in publishing
for male audiences [Haymarket also publishes a string of car titles],
it’s a logical development.’
