IPC Media is scaling back its online operation just as some of the
group's more traditional products are clawing back ground.
IPC Media, recently bought by AOL Time Warner, is closing three
websites - Loaded magazine's online offering uploaded.com,
celebrity-focused BEME.com and unmissabletv.com - with the loss of 90
NME.com, the online version of IPC Ignite!'s weekly music paper NME, is
among six websites that came out of an internal review favourably.
IPC has pledged to concentrate resources on this, as well as
countrylife.co.uk, decanter.com, web-user.co.uk, yachting site ybw.com
The emphasis will be on online activity that is sustainable and which
supports established IPC brand names, said group strategy director
Julian Drinkall. 'The performance of some of our online activities has
not met original projections,' he added.
IPC Media chief executive Sly Bailey said: 'Two years ago, investment
and confidence levels in the net were over-inflated. Now media
organisations are adopting greater commercial realism in their forward
Although the circulation of IPC Ignite!'s weekly music paper NME dropped
eight per cent year-on-year in this month's ABCs, the brand's other
music titles, Muzik and Uncut, recorded increases. Despite this, Chris
Elwell-Sutton, who had edited Muzik for just a year, has left to be
replaced by Conor McNicholas, the editor of Emap dance title Mixmag.
IPC insisted it was still committed to developing non-print platforms
for its products, despite the trimming of its online ambitions.
NME Radio, an internet broadcasting venture with Virgin Radio, launched
earlier this month. Available online at nmeradio.com, it will be rolled
out across satellite, digital and terrestrial.