Condé Nast Teams Up With Ministry To Launch Trash
Condé Nast is joining forces with the Ministry Of Sound to launch a new consumer lifestyle magazine called Trash.
The new bi-monthly title, which hits the news-stand in July with the backing of a £1.5 million marketing campaign, will be aimed at upmarket 20 to 35 year-olds with an interest in pop culture, music, style and fashion.
Condé Nast is aiming for a circulation of 100,000 for the magazine, which will be priced at £3.95 and will feature a cover-mounted CD on its first issue.
The launch of the title follows the closure of Ministry Of Sound’s Ministry magazine, which published its final issue in October last year. However, Trash will be far from a re-launched version of the dance-focussed Ministry and will contain a variety of celebrity, lifestyle and music features.
Commenting on the launch, Mark Rodol, chief executive of the Ministry Of Sound Group, said: “The new magazine is a key component of our brand. We will deliver a relevant lifestyle magazine that goes beyond dance. This is a new kind of magazine and this is the time to launch it.
The magazine’s editor-in-chief and former Dazed & Confused editor, Rachel Newsome, added: “Trash is about putting the fun and sunshine back into pop culture. Its about being relevant to people’s lives rather than empty hype – we’re very excited to be putting together a magazine that’s stylish and irreverent, accessible, sexy and fun.”
Despite the fact that Trash will be entering an extremely crowded marketplace, Condé Nast is adamant the magazine will be a commercial success. The publisher’s most recent high-profile launch, Glamour, has proved something of a hit and has shot to the top of the women’s monthly market with its innovative handbag sized format (see ABC Jul-Dec 2002: Success For Celebrity Magazines).
Condé Nast: 0207 499 9080 www.condenast.co.uk
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