MEDIA: Mail on Sunday to launch pop music mag Popworld

The Mail on Sunday has linked up with multi-platform content

provider Popworld to become the first national newspaper to launch its

own pop music magazine.



The magazine, titled Popworld, will target 12-16 year-olds and will

initially be distributed with the paper in London and the

south-east.



It will be produced by the 14-strong Popworld editorial staff, who also

provide content for the company's website. It is also expected to draw

on the Channel 4 TV programming under the same brand.



Gavin Reeve, the editor of the magazine and an ex-editor of fortnightly

teen pop bible Smash Hits, said: 'The traditional way of servicing this

market has been around for years - chances are if you are a pop fan,

Smash Hits was your mum's mag.



'There is not a weekly pop magazine at the moment, and the lead times of

the existing magazines means they are not current. Pop is a fast-moving,

ever-changing business - hopefully we will be able to reflect that,' he

added.



Popworld's first issue is out on 11 November. The initial print run is

600,000, but there are hopes it will grow to cover the MoS's national

sale of 2.5 million copies within six months.



It will initially be a 16-page A4 magazine, growing to 24 pages when

advertising revenue allows.



Early issues will be supported by TV advertising and will offer pop

news, features, gossip and reporting from backstage at the Channel 4

show.



Popworld is an independent, multi-platform pop content business launched

in September 2000.



The website has 300,000 unique users and TV content goes out daily on

the E4 digital channel, as well as weekly on Channel 4.



The launch brings to four the number of magazines published with the

Associated Press Sunday title.



Associated will handle ad sales on the new magazine, but is giving away

editorial control for the first time.



Reeve, who has been with Popworld since its launch, said: 'We are

flattered they have the confidence to allow us to produce this for

them.'



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