Blink Forced To Redesign After Less Than Six Months
Fledgling men’s magazine, Blink, has been forced to close ahead of a redesign and improved distribution channels following a disappointing performance in its first four months of production.
The magazine, launched in May, was pitched as a niche movies, style and music bible for an altogether more discerning reader (see Men’s Mag Newcomer Eyes Style Conscious Audience). However, reports suggest that publisher Parallel Sky has withdrawn the title after distributing only 45,000 copies, just over half of its 80,000 target.
Failing to secure key stockists such as WH Smith is almost certainly at the root of Blink‘s problems, although a spokeswoman for the title confirmed that new contracts were currently being negotiated to secure improved distribution.
She said: “The distributors weren’t being that efficient in getting us into all the places we wanted to be in, so we’re changing distributors and although contracts are being signed, it’s going to take a while to be able to get new contracts and get into new retail outlets.”
The break in production will also enable the title to react to initial feedback and improve its content. Blink‘s spokeswoman confirmed that the price of the title had been perceived to be too high, while the content was also found to be lacking by several industry insiders.
Explaining the editorial changes to be implemented she said: “The issues that we have had out so far have been used as test market issues to get feedback from various people in the industry, as well as readers, and we want to take time out to tweak things. We want to add more content to it.”
She added: “The newer version is going to have a larger fashion and lifestyle section, there will be about a third more in there, but the main thing people commented on was the size of the magazine. People loved that, and they are happy with the way it is written. It’s pretty positive but these things take time, especially in a small company, which is why we need to take time out before we put loads of money into marketing.”
In addition to relaunching Blink, Parallel Sky is planning to launch a new title, currently entitled Urban Image, at the end of the year. The new title will be aimed at women, focussing on urban brands and music. It is expected that the editorial team for Blink will work on Urban Image, with the Blink‘s spokeswoman stating: “It will be much more street orientated, as opposed to Blink which was more upmarket.
Blink‘s relaunch could be seen as the last chance for the title to make an impact. Increasing competition in the men’s magazine sector, from both weekly and monthly titles, stand to cannibalise the embryonic title’s readership, while newly launched lifestyle magazines such as Juicy will further encroach on the title’s target market (see Juicy New Title To Poach Sleaze And Face Readers).
Blink Magazine: 020 7938 6747 www.blinkmagazine.comRecent Magazine Stories from NewsLine Emap Unveils New Look FHM To Boost Readership Figures Juicy New Title To Poach Sleaze And Face Readers Dennis Closes Jack Following Disappointing Sales
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