Virgin Radio and Haymarket Magazines have joined forces to launch Encore, a rock and modern music title in April. It will go monthly from September.
The new title, first revealed by Marketing Week last month (January 13), has been in development for 18 months.
Encore will initially be published bi-monthly to “celebrate musicians and their music”, and will include profiles on artists and their work, says Haymarket.
The magazine will have different music coverage to Q, Vox, Select, Mojo and Rolling Stone by concentrating on “fine, straightforward writing, that’s clear, celebratory, open-minded and packed with facts,” says publishing director Tony Schulp.
“It will be more than interviews and reviews,” he adds.
With an initial print run of 130,000, it will target a twentysomething ABC1 readership, says publishing manager Peter Higham.
Encore will be edited by Paul Colbert, launch editor for XL and Vox. John Chambers, ad director for Haymarket specialist motoring magazines, is overseeing ad sales.
Virgin Radio’s involvement is an obvious extension, says station chief executive David Campbell. “We believe a magazine endorsed by Virgin Radio will have immediate credibility.”
Virgin has two flashes on the launch issue’s cover. It is also likely to have a number of pages inside for its own advertising or programme schedules. The magazine may even have a column written by a Virgin Radio DJ.
Haymarket has been keen to expand underdeveloped sectors for some time, particularly after the successful launch of football magazine Four Four Two.