ITV uses new magazine to extend reach
Friday, January 4, 2019
Commercial television broadcaster ITV has launched a new magazine intended to cultivate new and extend existing audiences.
The first issue of ITV Magazine, which is printed by YM Group’s Chantry magazine and supplement business in Wakefield, was published on 28 December with an initial print run of 500,000.
ITV and London-based content-marketing specialist John Brown Media produced the content for the magazine in partnership with retailer Waitrose & Partners. It will be sold in all Waitrose UK outlets at a price of £1. Members of the myWaitrose loyalty scheme are entitled to a free copy.
John Brown production director Matt Jolly said: “ITV is looking to target new audiences for its drama appointment viewing. The Waitrose & Partner’s customers are a perfect fit for the ITV drama offering, making Waitrose stores the ideal distribution platform for this new magazine.
“Most of ITV’s programme advertising is short trailers on its own channels, which are quick and easy to skip past. The type of content in this magazine is more in-depth.
“Using print, you extend the length of the conversation with the audience and can take the time to get them excited about the content. This is about generating a bigger audience for ITV as well as raising awareness of the breadth of programmes available on the channel.”
YM Chantry used the Goss Sunday 5000 64pp short-grain press it rescued from Polestar Sheffield after that business closed in 2016, to print the text on Sappi 80gsm Galerie Fine Bulk stock. A Heidelberg M600 six-unit press with inline matt aqueous varnish was used for the covers, printed on 200gsm Royal Roto Silk stock from Sappi, and the magazine was bound on a 12-station Muller Martini Corona.
Jolly said his firm frequently works with YM Chantry and it was a “perfect fit” for the project.
Content featured in the first issue of the magazine will include previews of upcoming ITV dramas, as well as interviews with its stars including Sheridan Smith and Katherine Kelly.
Well-known ITV regulars including Davina McCall, Dermot O’Leary and Brenda Blethyn also appear alongside behind-the-scenes features and travel, fitness and lifestyle content.
If the pilot issue is successful, the magazine will be published quarterly.
ITV viewer marketing director Paul Ridsdale said: “We’re constantly looking at new ways to reach viewers and the launch of ITV Magazine enables us to engage with both existing and future viewers and give them a taste of what ITV has to offer in the new year.
“The magazine shows how our programming and cultural influence extends way beyond TV and into people’s lives.”
YM Chantry has been part of YM Group since 2016. The group turns over £116m and employs 812 staff. John Brown Media employs approximately 300 staff on a £45m turnover.