Xfm launches mag through Quiet Storm to extend audience

Capital Radio's Xfm station is tapping into the magazine market with a new title aimed at its core audience of alternative music enthusiasts, and is launching it using a campaign by Quiet Storm.

The new magazine, called X-Ray, is published by the Sleazenation publisher, Swinstead, and comes as Xfm builds its brand position in media other than radio.

The magazine has been running as a quarterly free fanzine with Sleazenation, but Xfm is keen to tap into the publishing opportunities with Swinstead and capitalise on the wide target audience of the station: 15- to 35-year-old music enthusiasts. Ad sales for the bi-monthly magazine will be handled by Swinstead.

Xfm's head of marketing, Charlotte Soussan, said: "Launching the magazine is a natural extension for Xfm. It will appeal to listeners of the station as well as people who never tune in, and allow the brand to reach more people."

Quiet Storm's TV campaign breaks on MTV and MTV2 this week for a two week burst, and shows a young man walking down the street. He rips his shirt open and an X-ray image of his stomach appears, showing the cover of the magazine.

The ad was written and art directed by Trevor Robinson and Rebecca Clarke, and directed by Trevor Robinson through Quiet Storm Films. Media buying and planning was done in-house.