We Love Pop exceeds expectations with 119,000 first issue copies sold
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Magazine’s multi-platform offering attracts advertisers - London, 8th September, 2011:
The first issue of We Love Pop magazine has sold 119,000 copies according
to closed wholesale figures, provided by Seymour, released today. The result
exceeds expectations and demonstrates there is a strong appetite within the
13-15 year old teen girl market for this type of magazine. The positive sales
figures have been complemented by impactful results across integrated digital
platforms including the magazine’s website, Facebook page and Twitter.
Every issue of We Love Pop
includes in-depth interviews, behind-the-scenes exclusives, pics and high-end
cover gifts. The title has a strong digital presence and online community that
‘bridges the gap’ between magazine issues. The website traffic of 55,000 unique
users and 298,862 page views since launch is combined with over 14,000 Facebook
fans and over 2,000 Twitter followers. The multi-platform nature of We Love
Pop sees a high level of interaction and engagement by the user.
The host of platforms available to
advertisers across print, website and social media has attracted a variety of
advertisers including Universal Music, BooHoo, So Fragrance and SJM Concerts.
Integrated editorial sponsorship packages, that have multiple touch-points, can
extend the depth of advertising campaigns to this hard-to-reach group of
consumers. An example of this integrated offering is BooHoo, which ran display
advertising complemented by banner ads and editorial contributions in the
fashion section. The launch of We Love Pop was
supported by an above-the-line marketing campaign including bespoke
point-of-sale activity with high profile retailers Tesco (an all store listing),
Asda, Co-op, Sainsbury’s, Morrisons and WHS Travel. In addition, an outdoor
advertising campaign ran across 30 London bus routes and a digital marketing
campaign included bespoke activity with Stardoll (which attracted 39,000
members, all receiving themed WLP gifts), Sugarscape and Vevo.com. The digital
activity utilised the associated platforms across the website and social media
to significantly increase the number of followers and fans.
Siobhan Galvin, Publisher
said: “It is fantastic
to see such a strong set of results for the first issue of the magazine and we
anticipate similarly robust figures for issue two. The focus that We Love
Pop placed on launching a brand that utilises multi-platforms, along with
our in-depth research, allows us to give the readers a truly integrated
experience.” == ENDS == NOTES TO
EDITOR Quotes
Richard Paul,
magazine buyer at WHSmith, comments: “It is always positive to see new titles launch,
especially those like We Love Pop which are well researched, well written and
deliver a product that the customer enjoys reading. Early sales of this title
have clearly demonstrated the effort that Egmont has put into launching this
title has paid off.” Neil Ivey, director at Mediacom,
comments: "Pop music is
back in fashion. Stars like Lady Gaga, Rihanna and Beyonce have revived
interest in the charts and are all over the tabloid papers and gossip mags. But
where is the 21st century Smash Hits to cater for the needs of the 13 to 15 year
old who is the core target for these stars? Neil Allen,
trading director at Starcom MediaVest Group, comments:
“Egmont have
clearly invested in the launch of We Love Pop, and through their other titles
and research, appear to understand how to reach a savvy teen audience. Although
this is one of the sectors that has seen the way that the audience consume media
probably change the most, there is still an appetite for magazines. Content like
posters and covermounts are very attractive incentives for a market in this age
group. Using the wealth
of social media at their disposal to get the content out there is a smart
move. Having The Wanted and Justin Beiber tweeting about the new launch to
their thousands of Twitter followers, plus a presence on Vevo and Facebook,
should drive trial. The ongoing challenge will be getting the balance right
between the freely accessible content on their website and what is available in
the monthly magazine.” We Love
Pop website - www.welovepopmag.co.uk, We Love
Pop Twitter -
@welovepopmag We Love
Pop Facebook – WLPmag
For further information
please contact: Byron McCaughey/Rachel
Froggatt T: 020 7025
8021 About
Egmont UK Egmont is
the UK’s top specialist children’s publisher selling almost 40 million magazines
and books each year for babies to teens. The
company is home to some of the world’s best loved authors, illustrators and
characters such as Michael Morpurgo, Andy Stanton, Michelle Magorian and Lemony
Snicket plus Winnie-the-Pooh, Wallace & Gromit, Tintin, Mr Men, Barbie,
Thomas the Tank Engine and Ben 10. Magazines –
Egmont’s magazines division is one of the UK’s most successful publishers of
magazines for children aged 3-15. The company has a growing own brand portfolio
(leading girls’ pre-teen magazine Go Girl and boys’ lifestyle title Toxic plus
two websites), as well as an extensive range of licensed magazines including Ben
10, Disney Princess, Barbie, Dora the Explorer, Thomas the Tank Engine and
Fireman Sam. The ‘We Love Pop’ brand
is used on license from Universal Music. Egmont UK
is part of the Egmont Group which was founded in 1878. It is Scandinavia’s
leading media group and Europe’s largest children’s publisher telling stories
through books, magazines, film, TV, music, games and mobile in 30 countries
throughout the world. www.egmont.co.uk === Rachel
Froggatt Director Linkedin:
Rachel Froggatt and Braben Twitter:
@BrabenPR and @globalfroggers Skype:
RachelFroggatt brabenCommunications
that build businesst.
020 7025 8021 m.
07515 587 199
Egmont, a publisher that
knows the kids' market inside out, might well have come up with the solution.
We Love Pop launches on 20th July aimed to give exclusive news on the really
big names in music to teenage girls. If you want a poster of Justin Bieber for
your bedroom wall, you've got it. And if you want to communicate with JLS,
here's your solution.
It's encouraging to see a publisher launching a
magazine into the teen sector. We need to encourage youngsters to read mags so
that they develop the habit in later life. I wish the title well. It looks
good: glossy cover, short snappy features. It sounds good: free music
downloads. My only disappointment is that it doesn't yet offer the lyrics to
Glad You Came by The Wanted so that I can sing along."
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