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Media
New pop mag to launch tomorrow
By CMU Editorial | Published on Tuesday 19 July 2011
Children’s publisher Children’s publisher Egmont are launching a new pop music magazine aimed at thirteen to fifteen year old girls, with a first edition due out tomorrow.
Egmont says it reckons there is a gap in the market for a new teenage pop mag, a market pretty much dominated by one title these days, BBC Worldwide’s Top Of The Pops Magazine. The TOTP title is actually one of the biggest selling music magazines in the UK, though with an ABC below 100,000, its sales are nothing compared to what Smash Hits and its competitors sold back in the hey day of the printed pop mag.
Egmont’s We Love Pop will launch with a cover prize of just one pound, a lot cheaper that TOTP, and will be backed up by a substantial advertising campaign. An online blog will carry news and pop tips between issues, though it seems, for the time being at least, Egmont’s ambitions are to launch a printed title that is commercially viable in its own right, and not to simply develop what will ultimately be a primarily online pop media brand.
The magazine will be edited by Malcolm Mackenzie, formerly Music Editor for News International’s now defunct free London paper thelondonpaper. He told reporters: “Pop music, and following the antics of pop stars, has always been a fundamental part of growing up, but it has seen a real resurgence in the past couple of years. With pop domination of the charts, and a host of TV shows like ‘Glee’ and ‘X-Factor’ feeding the buzz, we believe the time is right to bring the pop world to life for a new generation of teens”.
Despite Mackenzie’s optimism, We Love Pop is definitely entering a difficult marketplace. Efforts last year to build a magazine around the ‘X-Factor’ franchise failed pretty damn fast and, while that title was aiming for a different audience, arguably the demographic We Love Pop is going after are even less likely to spend money on a printed product. But the pop industry will certainly embrace any new platform to reach music fans, and will be hoping this one can last the distance. are launching a new pop music magazine aimed at thirteen to fifteen year old girls, with a first edition due out tomorrow.
