MEDIA: MTV launches Blah Blah Blah

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.

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

music magazines.



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.



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