The monthly title which claimed a circulation of 10,000 was launched by Nicola Smith - sister of one time IT girl, and teenage bride of Bill Wyman, Mandy Smith – in 2004. The magazine was heralded as ‘Manchester and Cheshire’s leading A-list magazine’.
The next issue which will be over 100 pages is promised to be “sexier, smarter and sassier than ever.”
Alvaston intends that the publication will become ABC audited in due course – it wasn’t previously – and is initially maintaining the distribution at 10,000 copies. Copies are circulated through bars, clubs, restaurants and certain shops such as Harvey Nicks.
Smith
Smith, who has been retained as MD said: "The last few months have been difficult and challenging 'but I am completely re-energised by the opportunity and the team we've put in place.
“I am confident that with the new look magazine and all the hard work that has gone into creating it, that The Magazine will be bigger and better than ever before.
"We now have the financial backing to re position our distribution in order to gain maximum exposure for our advertisers. We will be ABC audited which will give us more credibility with the agencies and advertisers.”
Smith should be able to benefit from the larger resources that Alvaston brings.
In addition to providing support from its advertising agency, Creation ADM, Alvaston has appointed Brazen to help publicise the relaunch and has also brought in the experienced ad salesman Tony Steenson as a consultant to the title.
The new editor is Jenni Shuttleworth, previously with Jigsaw Media and her deputy will be Tom Mason, who previously worked at Your Quarter magazine.
Alvaston said it intends to start trying to convert free to paid-for sales after six months of the new operation.
The Magazine faces an arguably more competitive market now than it did when its last issue (December 2007) was published. MEN Media is relaunching its weekly publication Urban Life with a greater emphasis on lifestyle and entertainment while YQ magazine is claiming that its next issue will be its biggest to date.
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