Virgin is planning to launch a lifestyle music consumer title with Haymarket Magazines.
A men’s music interest magazine is understood to be one option under consideration.
The discussions follow Virgin Group’s recent diversification into soft drinks and financial services. However, the initiative is understood to have come from Haymarket, which is assessing the merits of themed titles developed with Virgin Radio.
Haymarket is keen to expand under-developed sectors following the successful launch of its football magazine, Four Four Two.
“We are considering a music-based title. How closely this will be linked to Virgin Radio remains to be seen,” says Tony Schulp, who last year set up a new development unit at Haymarket with fellow publishing director Kevin Whitchurch.
Discussions also include the exact nature of any future relationship between the two companies.
“Virgin may appear in a new title’s name, but not necessarily,” adds Schulp. Although Virgin is not expected to have editorial control, it is thought likely it would have creative input.
Publishing sources confirm discussions between the two companies are well advanced although a final agreement has yet to be reached.
Virgin Radio refuses to comment.