Magazine article Marketing

EMAP Thinks Big for Slice of Screen Scene

Magazine article Marketing

EMAP Thinks Big for Slice of Screen Scene

Article excerpt

Publisher is hoping to cash in on growing youth interest in TV stars

EMAP thinks Big for slice of screen scene

Youth magazine publisher EMAP Metro, is launching a fortnightly magazine to reflect what it says is a growing interest in TV celebrities. It claims the title could have even more potential than Smash Hits.

Called Big, the magazine will go on sale on March 14 at a cover price of 60p. It will be backed by in-house promotion through stablemates Smash Hits and Just Seventeen.

Publisher Sue Hawken says: "We will print 150,000 and expect to sell 120,000."

Big's format is highly visual. Every issue will contain 11 posters and an eight-page pull out "fact file" on TV and pop celebrities.

The title will contain 56 pages. By publishing on alternate weeks to Smash Hits, Hawken hopes to attract the teenage market to weekly readership, and she does not foresee a divided market.

"Big is filled with the sort of celebrity information you can't find anywhere else. It's for kids who spend Saturdays watching videos and want to stick posters all round their walls. …

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