Thrilled? Definitely. Disappointed? Absolutely not.
Your story – “BBC blames itself for stalled Star launch” – wrongly gave the impression that BBC Worldwide is disappointed with the volume and quality of advertising in its new title Star: the celebrity magazine (MW October 26).
Whilst it is true that the lead time between announcing Star magazine and closing the first issue gave the sales team a considerable challenge, industry response to the title has been universally positive.
Those able to respond in time for the first issue did so, with major players in each of the core target areas taking space – Mars, Virgin Coca-Cola, Buena Vista, L’Oréal, HMV, Virgin Records and Universal Music.
Our competitors would, of course, have loved us to have revealed the title sooner to give them more time to try to respond. Indeed, our competitors’ performance puts ours in context – Star magazine carried as many pages as the only other fortnightly entertainment title in the market. And that has been around a little longer than us.
Star: the celebrity magazine