IPC Retunes Guitar Magazine To Boost Circulation

IPC has announced plans to relaunch its long-running Guitar magazine in an attempt to reverse the title’s declining circulation.

The revamp coincides with Guitar‘s 14th birthday and comprises a more coherent front section with product and artist news, competitions and letters, as well as album, book and DVD reviews. The magazine will also switch to a more image-led approach with clearer and sharper photographs throughout.

Commenting on the redesign Marcus Leadley, Guitar‘s editor, said: “Guitar is everything: from a buyer’s guide offering serious advice on new and used equipment, to the place people go to learn songs and skills, read about their favourite artists or get repair tips.

He added: “Our new look is sharper, cleaner and much easier to navigate but also maintains a generous dose of humour and some seriously intelligent writing. We’re sure our readers are going to love it.”

The title will be looking to the redesign as an answer to its continuing downturn in circulation. The latest ABC results for the twelve months to December reveal a 5.1% year on year decline for the title, which now attracts an average of just over 12,000 readers each month.

In addition to covering guitars, the title now features a ten-page bass section featuring interviews, equipment reviews, workshops and tutorials. The new feature could win the magazine more readers, poaching some from existing bass guitar titles and is sure to be a strategy pursued further by IPC if the section proves popular.

Last month saw IPC targeting increasingly niche markets with its newest title, Total Golf, targeting style conscious young men with time to play the sport and cash to spend on equipment (see IPC Tees Off In Style With New Golf Mag).

IPC Media: 0870 4445000 www.ipc.co.uk

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