Future Publishing is set to launch a magazine targeted at 8-12 year old boys in a bid to broaden its portfolio.
The magazine, HedzUp, will retail for $7.95 and feature entertainment content, such as television, games, books, movies and sport, and includes a free gift and bonus interactive DVD with games demos and movie trailers.
The new title will expand Future Publishing’s portfolio of gaming titles, such as Nintendo Magazine and Xbox 360 Magazine, which target the 16-34 male demographic, in order to provide advertisers with more opportunities to engage younger audiences.
Managing director Karl Penn told AdNews “[Advertisers] were telling us that our portfolio didn't have that child's market, so we wanted to look at how we close the circle,” he said.
While Penn admitted the teen magazine market was already “successful, competitive and quite populated” with magazines such as K-zone and Dmag, he believes there is room for HedzUp in the fragmented media landscape.
“There are challenges out there at the moment and I think all media owners would recognise that print is a tough space to be in, but there are opportunities too. If we don't try to pursue some of them and take a few risks, then I guess we're all on a slippery slope.”
Penn maintained that Future had avoided executing a "me too" approach in the design of the magazine. “The support we had from Disney, Nickelodeon and Cartoon Network for issue one was fantastic and the ad support from advertisers like Ubisoft, Mindscape, Croftminster and Goldie has really cemented the belief that we have created something different and exciting.”
The magazine's national launch on June 6 will be supported by print and online promotions, point-of-sale advertising and a targeted sampling campaign.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.