IPC Ignite! goes clubbing for insight into youth market

IPC Ignite!, the publisher of Later, Loaded and NME, has embarked on a consumer insight programme which involves its marketing team researching youth interests in nightclubs.

The team is thought to be researching youth lifestyle ahead of the launch of a younger men’s title later this year. IPC Ignite! will not comment on any plans for the launch.

The new consumer insight programme involves the marketing team at IPC Ignite! – including marketing director Vijay Solanki – going into clubs to research what the target market wears, drinks and dances to.

Solanki says: “My concerns are whether a group of 18-year-old guys will tell you about their innermost secrets through conventional research.

“Will they really reveal sexual activity or their pill-popping exercises? At IPC Ignite! we’ve committed to going the extra mile and want to make sure the marketing teams truly empathise with the brands they work on.”

Loaded, the pioneer of the lads’ mag phenomenon, posted a decline of 5.4 per cent year on year in the last ABCs, ending December 2000. IPC’s other lads’ mag, Later, showed a disastrous decline of 22.4 per cent in its year-on-year circulation.

IPC Ignite! is understood to be considering three possible magazine launches this year, although this is denied by the media company.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here