EMAP Active axes 3 to pour 3m into 6 titles

EMAP Active, the newly-formed special interest division of EMAP, is to axe three titles, hive off four others and plough 3m into marketing six key titles.

Lads’ title Sported!, which failed to attract sufficient advertising, will be axed. Photo Answers will be folded into Practical Photography, and Boat Angler folded into Sea Angler.

Your Dog and Your Cat will be licensed to the Bourne Publishing Group, while the company is hoping to conclude a licensing deal for Athletics Weekly and Steam World by spring next year.

The division is now investing 3m in six key titles, which it is hoping to develop as “power brands”. These are Yours, Motorcycle News, Max Power, Golf World, Computer & Video Games and Total Sport. However, no decision has yet been made about an advertising agency.

EMAP is considering whether to take on a bespoke agency for Active or centralise advertising through one agency.

Roster shops Rainey Kelly Campbell Roalfe and Bartle Bogle Hegarty work for EMAP’s Elan and Metro divisions respectively.

Malcolm Gough, group managing director of EMAP Active, says: “We have had to make tough decisions on seven titles. The important thing was to take stock of our titles and we are now focusing on six power brands.”

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