Emap Launches Campaign To Promote Q Redesign
Emap is planning to roll out a £600,000 cross-media advertising campaign to promote the relaunch of its flagship music magazine Q later this month.
The six-month campaign, planned and bought by Starcom Motive, includes national print advertising in a range of broadsheet newspaper titles, as well as recently revamped men’s lifestyle magazine FHM and sister music title Mojo.
Digital television and online activity will also be used to promote the overhaul, which will see the magazine refocus to become the ‘essential guide’ to how modern readers consume their music. The new look title will include information on downloads, MP3s and digital music players like the iPod, as well as traditional CDs.
The market leading title will be split into three distinct sections: News, Rising and Rewind in an attempt to make it easier to navigate. The News section will gives readers Q‘s perspective on the month’s latest developments, while the Rising section will profile new artists and the Rewind section will look at great musical moments.
The redesign will see the launch of a new section called Q20 at the front of the magazine, which will provide the top twenty tracks each month, from album tracks to singles and downloads. There will also be a revamped Q Reviews section and an new Introducing feature celebrating artists that rarely get the mention they deserve.
Commenting on the relaunch, Sophie Watson Smyth, marketing manager for Q magazine, said: “In an age when music is everywhere, we found that Q was perfectly placed to act as the essential music guide through a multi-channel world where release dates increasingly mean very little and increased choice has resulted in consumer confusion.”
She added: “We are delighted to be working with The Designers Republic on the new advertising campaign for Q. They won the pitch against stiff competition, but what shone through with their creative was their understanding of our brief and objectives.”
The latest ABC results for the six months to December 2003 show that Q magazine saw its circulation decline by 10.3% year on year to just over the 160,000 mark. However, the title still retains its position as market leader, ahead of IPC’s music and movies magazine Uncut and Mojo.
Emap: 01733 568 900 www.emap.com
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