Independent and Red Bull launch magazine

The Independent has signed a deal with Red Bull to launch a monthly lifestyle magazine, to be distributed with the newspaper’s Saturday edition.

The publication, which will launch in January, will be called The Red Bulletin – An Almost Independent Magazine. It will target male readers, with content on sports, music, the arts, culture and nightlife. Selected content will also be made available on The Independent’s website.

Advertising will be sold by Independent sales teams, with the editorial handled by Red Bull’s London and Vienna-based teams. Ad revenue will be split between the publisher and Red Bull.

There is currently an Austrian version of the magazine, which is distributed with some regional newspapers. If the UK edition is successful, Red Bull says the magazine could be rolled out with other Independent News & Media-owned titles overseas.

The Red Bulletin is a spin-off from Red Bull’s Formula One magazine, The Red Bulletin – An Almost Independent F1 Magazine, which it publishes and distributes during F1 races.

Norman Howell, publisher and editor-in-chief of The Red Bulletin, says: “The success of the F1 Red Bulletin has encouraged us to spread our wings.”


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