IPC launches Web venture for boat fans

Magazine publisher IPC launches a Website on September 12 aimed at protecting its position as the leading advertising medium for Britain’s yachting and boating enthusiasts.

The site, Yachting and Boating World (www.ybw.com) will include editorial content from IPC’s four boating titles: Yachting World, Yachting Monthly, Practical Boat Owner and Motor Boat and Yachting. The combined circulation of the four print titles is 147,000.

Stuart Ledden, new media marketing manager at IPC, says the site will include additional “added-value” editorial including updated tidal and weather information to attract online readers and promote sales of the print titles.

But the prime aim of the site is to help protect and extend IPC’s status as the prime conduit for classified advertising in the specialist sector, says Ledden. Market research shows up to a third of readers of the boating titles have Internet access.

Existing classified advertisers will be included in the online listing of 7,500 boats for sale on the Website. But advertisers will be charged extra for including additional information or photographs on the Web-based database.

IPC is considering rolling out similar umbrella Websites covering specialist titles in the photographic and equestrian sectors in the near future.

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