Line, the new sports and lifestyle magazine from the publisher of
Wallpaper, will appear on newsstands this Thursday with more than 70
pages of advertising.
The magazine - originally codenamed Project Tart - will make its debut
attached to the April issue of Wallpaper, which will have an increased
cover price of pounds 4.20. But two weeks later, 50,000 standalone
copies will be distributed to the key markets of London, New York,
Stockholm, Amsterdam and Milan.
The second issue will be published in October, after which it will
appear quarterly. The cover price will be pounds 3.
Advertising director Alasdhair Willis, who is responsible for Wallpaper
as well as the new title, said that in addition to the 70 pages of ads,
there was a 16-page Bjorn Borg insert and a four-page insert from Prada
Sport. The redesigned Harrods fifth floor sports department is featured
in a six-page advertorial.
Willis commented: ’The advertisers have not played safe and booked a
page - most of them have booked three or more. For instance, we’ve got
three spreads from Polo Ralph Lauren.’
Other advertisers include Puma, Fila, Gucci and Armani Sport, as well as
Nike and Adidas, which rarely advertise in the same magazine.
’This has been an exceptional launch - especially as we didn’t have a
dummy,’ said Willis. ’In a sense, Wallpaper was our dummy.’
Line is designed to fill a niche between traditional sports titles and
upmarket lifestyle magazines. It will cover sports such as tennis,
skiing, sailing, golf and cycling - as well as photogenic activities
like kayaking and snowboarding.
’Unlike many of the other launches that have taken place recently, this
is something genuinely original,’ said Willis. ’There was nowhere for
these brands to advertise that had the high design ethic of
Wallpaper’s own advertising agency, Wink Media, is running a press and
outdoor campaign to support the launch. Ads will appear in titles such
as The Guardian and the Financial Times’ How To Spend It supplement, as
well as on the Heathrow Express.
’Our readers are likely to travel a lot for work or leisure,’ Willis