Future To Promote New Look Metal Hammer
Future publishing is launching a major ad campaign to promote the redesign of its monthly rock and heavy metal magazine, Metal Hammer.
The magazine, which launched almost ten years ago, is undergoing an extensive redesign in an attempt to distance itself from its competitors in the increasingly competitive music magazine sector.
Later this month an increase in pagination and a renewed editorial focus will reposition the magazine as the “rock and heavy metal bible” for a more mature 18-30 year-old audience.
Cross promotional campaigns in other Future Publishing titles will use the strapline: “Everything louder than everything else” to increase awareness of the magazine’s new look. The first issue of the revamped title will be supported by extensive point-of-sale activity and will be covermounted with 2 promotional CDs, featuring a selection of rock and heavy metal tracks.
Commenting on the redesign, Metal Hammer‘s editor, Chris Ingham, said: “The fact that we are straying away from the fly-by-night, one hit wonders that dominate the nu-metal and junior rock pop scene signals that we are moving away from a fashion-led magazine in order to create a rock and heavy metal bible.”
Analysis of the ABC figures over the last five year reveals a mixed picture for Metal Hammer, with circulation dipping below the 35,000 mark in the first half of 2002. However, the magazine has benefited from the recent rival in guitar-based, nu-metal music and has seen circulation increase by 22.9% since the start of 1997 (see below).
After 5pm today the concurrent release of ABC’s consumer magazine figures for the period July to December 2002 will be available to subscribers in MediaTel’s Press database. During Friday 14 February NewsLine will feature a series of sector reports based on these figures.
Future Publishing: 01225 442 244 www.futurenet.com
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