The News of the World is rolling out a TV advert, featuring Liam Gallagher’s new band Beady Eye, to promote the launch of its new men’s magazine supplement Jam.
The Beady Eye ad accompanies the magazine’s CD giveaway featuring five tracks from the band’s debut album and a 17-minute interview.
Liam Gallagher will also be the cover star on the debut issue of the magazine that launches this Sunday (6 March).
Jam is positioned as a men’s fashion and grooming title and will also feature articles on films, music, food, gadgets and fitness, as well as “in-depth investigations”.
The new magazine, edited by the former creative director of Fabulous Mark Hayman, will feature celebrity guest writers including Sex Pistols frontman John Lydon, Johnny Vaughan, Marco Pierre White and Professor Brian Cox.
It is thought News International is currently only committing to one pilot issue of Jam.
The men’s lifestyle magazine sector is currently in decline. Average net circulation fell 5.1% to 2.39 million in the six months from July to 30 December, year on year.
However, free men’s weeklies such as Shortlist Media’s Shortlist and UTV’s Sport have performed well against the declining market.
The News of the World TV ad, which airs from today (4 March) features a voiceover from X Factor host Dermott O’Leary and was created by WCRS.