Underground title gears up for launch after trial success

London Underground is to roll out its direct mail magazine tube after a successful trial. It is looking for sponsorship partners and advertising.

The first issue of the A5 magazine went out in April to 10,000 people who bought Travelcards online at Ticket-on-line.co.uk. The first issue did not carry any ads. The revamped tube will be mailed to all 200,000 customers who buy monthly and yearly Travelcards.

The magazine will be boosted to 50 pages from the 16-page pilot and will include news and features on the London Underground, together with a celebrity cover and interview and articles on entertainment in trhe capital. The pilot issue carried an interview with film star Ewan McGregor.

Promotions and initiatives manager Alex Boulting says the magazine will be looking for Londonbased advertisers from the entertainment and retail sector, including fast-food chains.

John Brown Citrus Publishing published the first issue of tube under contract and will work on the autumn issue. After that, the contract will be put out to tender.

Separately, John Brown has won the contract to publish a national entertainment listings title, but has declined to reveal details. Other listings titles say approaches have been made to poach staff.

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