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.'
