Q revamps and launches first advertising in three years

LONDON – Emap's Q magazine is launching its first ad campaign for three years, as part of a marketing campaign to coincide with the magazine's relaunch in August.

The six-month campaign, created by the Designers Republic, consists of national print advertising in The Guardian, The Observer, UK Metro, FHM and Mojo, alongside complementary advertising on QTV and online activity.

Media planning and buying is through Starcom Motive.

Q's redesign aims to be in tune with changes in the way that people traditionally purchase CDs to more recent developments with downloads, MP3s and digital music players such as the iPod.

The front section is now split into three clear sections: news; "Rising"; and "Rewind". The news section gives readers Q's perspective on the month's music news, while "Rising" will look at what is new and up and coming. The "Rewind" section will look at "great past moments from the world of music".

The magazine has also confirmed that it is drastically revamping its reviews section. The magazine will now focus on giving its readers more "lead reviews" with five key releases each month addressed at the front of the section, rather than lots of reviews near the back.

Sophie Watson Smyth, marketing manager for Q, said: "In an age when music is everywhere, we found that Q was perfectly placed to act as an essential music guide through a multichannel world, where release dates increasingly mean very little and increased choice has resulted in consumer confusion.

"Just as Q launched when people were transferring their vinyl collection to CDs, now we are your guide through all forms of music consumption, including downloading."

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