New rock magazine will pack heavyweight punch
Sunday 03 October 1993
Now anyone who considers themselves too old for Top of the Pops but too young for Andrew Lloyd Webber can choose from Q, Vox (owned by IPC), Select (another Emap title) and other magazines and partworks with cover- mounted CDs and casettes.
With Q established as market leader (circulation 172,000) ahead of Vox (sales down 14 per cent in the last six months to 98,000), Emap is raising the stakes. On 15 October it is launching Mojo, a monthly title aimed at the more serious music enthusiast.
Priced at pounds 2.25 and edited by Paul du Noyer, a former editor of Q and with Mark Ellen, Q's launch editor, as editorial director, Mojo aims at heavyweight coverage of a select number of artists and bands.
Aimed at the 25 to 45 age group, compared with the 17 to 30 core market of Q, Mojo is expected to sell 40,000 copies rising to 55,000 within three years. According to Mr du Noyer, Mojo (as in Got My Mojo Working) will be a musical Newsnight to the Nine O'Clock News catch-all approach of Q.
This was evident from the dummy issue that Emap was jealously guarding last month. Neil Young is featured on the cover (wearing a pressed lumberjack shirt and a suspiciously ironed pair of jeans). Inside is an 18-page feature on Van Morrison, typical of the lead article Mojo will carry each month.
Album reviews are more selective, and many extend over a page or more. Country and blues recordings are also well represented. Magazine design mirrors content with a more sober, less jazzy approach, with pictures used big.
'We are aiming at the people who are less impressed by the more commercial acts,' says Mr du Noyer. 'Their interest is so intense and sophisticated that no existing music magazine has the depth of material on specific acts.
'There are a number of artists with whom people feel a great emotional bond, and it is those we will cover.'
But the magazine has two potential problems. Is there room in the market for yet another music magazine, and will Mojo not cannibalise Q's readership? Mr Ellen does not foresee a problem. 'It might attract some lapsed Q readers,' he admits. 'But many people might buy both, and we feel we are dealing with people whose appetite for music is enormous.' He is equally sanguine about market saturation.
Geoffrey Macnab reviews American Hustle, also starring Christian Bale and Bradley Cooper
elephant appealThe first 23 lots in our charity auction have now gone. But there are 22 more still up for grabs
newsFormer soldier taped 33 of the animals to the floor and then stamped on them one by one
Michelle Nijhuis' daughter insists (s)he is, and she learnt a valuable lesson on gender in books
news Opponents claim it would stop performers such as Beyonce and Madonna appearing on TV
It takes a platoon of chefs, litres of brandy and rum, and almost 100kg of dried fruit
newsThat most ancient of crimes is on the rise, threatening farmers' livelihoods, community trust – and human health
food + drink
- 1 America's 'virgin births'? One in 200 mothers 'became pregnant without having sex'
- 2 Sun will 'flip upside down' within weeks, says Nasa
- 3 Christmas comes early: Justin Bieber is 'retiring from music'
- 4 Iain Duncan Smith leaves Commons food banks debate early
- 5 Children evacuated from swimming pool after prosthetic leg mistaken for paedophile
- < Previous
- Next >
iJobs Money & Business
£500 - £650 per day: Harrington Starr: Harrington Starr is working with a Glob...
£27000 per annum: Harrington Starr: Junior Consultant (Excel, Financial Spread...
£500 - £600 per day: Harrington Starr: .NET Quantitative Developer - Contract ...
£55000 per annum: Harrington Starr: Technical Operations Analyst (UNIX, Linux,...