Special-interest media group Future is to redesign and editorially refocus its technology lifestyle magazine, T3.
The company says that the changes will help to consolidate the magazine’s position in a market where specialist magazines are faring better than their more generalist counterparts.
Bauer Media’s FHM and Dennis Publishing’s Maxim are struggling with circulation down 13.5% and 41.4% respectively, according to the recent ABC figures. Direct rival Stuff, published by Haymarket, is down 1.9 per cent.
However, specialist publications, such as T3 and Men’s Health, are showing growth. T3, aimed at affluent, intelligent men, had a circulation of 60,127 in December 2008, up 0.2% compared to December 2007.
New consumer research by Future shows a desire among readers for more in-depth comment, authoritative editorial and more stylish production values than it believes many of the mainstream gadget titles and weekend supplements are providing.
The new look T3 splits the best new technology gear into separate sections – covering the latest gadgets and kit for home, work, play and outdoors. There is also a new monthly column from Newsweek’s Dan Lyons.
The cover to cover revamp is being introduced in all of the 22 territories around the world in which T3 is licensed. In the UK, the new design is available from Thursday, 2nd April, with a cover price of £3.99.
“Off the back of our best-ever circulation figures, we’ve made some bold changes to T3 as we look to strengthen our position as the UK’s premium technology lifestyle magazine,” said Nial Ferguson, publishing director of Future’s Technology and Entertainment Lifestyle Group.
“Consumer appetites are changing, particularly in an economic climate where people are making more considered decisions about what they spend their money on. Our readers have told us want they want is more in-depth, authoritative editorial.”