MTV Europe is entering the challenging youth culture and lifestyle
magazine market with the launch this week of Blah Blah Blah, a joint
venture with US publisher Ray Gun Publishing.
The glossy, perfect-bound magazine will target 18-to-25 year-olds and
will have an initial print run of 120,000.
The launch of Blah Blah Blah comes less than a year after Haymarket
Publishing dropped its rock music title Encore - aimed at a slightly
older audience - in July 1995 after only one issue, and the launch of
culture magazine Ikon by European Consumer Publications, which is
understood to be seeking a new publisher.
Blah Blah Blah will draw on MTV Europe’s experience in the European
music and youth scene and will take advantage of all the behind the
scene’s news and information to which the channel is privy.
The editorial content will be 70 per cent music-related and 30 per cent
lifestyle-based, featuring style, ‘extreme’ sport and technology. Its
positioning is intended to be ‘equidistant’ between monthly style and
Ray Gun owner Marvin Scott Jarrett becomes the magazine’s publisher and
editor in chief. Executive editor is former Vox features editor Shaun
Phillips, managing editor is Craig McLean, a former freelance writer for
GQ, Vox and The Face, and John Bland, from MTV’s style programme the
Pulse, is style editor.
‘In the same way that MTV revolutionised the way we watch and listen to
music, Blah Blah Blah will revolutionise how we read about it,’ says
Marvin Scot Jarrett.
MTV and Ray Gun plan to maximise cross-promotional marketing
opportunities with the title and the TV channel.
The new magazine, which will cost pounds 2.50, will be up against other
music titles including market leader Q, published by Emap, which sells
over 200,000 copies, and sister title Select, which sells 112,000
copies. Both magazines saw their sales increase strongly in the second
half of last year to their highest level yet.
Ray Gun is the publisher of Ray Gun, young mens’ title Bikini and a
specialist snowboarding title.