Transcript Market Review

October 2009
Live – a magazine for him
Live is another innovative magazine from The Mail
on Sunday. It is the only weekly men’s magazine in
national press, launched in October 2005, designed
to give our male readers a reason to by the
newspaper package every week.
Editorial content is topical, lively and packed with
information and recommendations for the male
consumer on all he needs to know about the latest
technology, cars, style, leisure activities, food, drink
and entertainment.
Live magazine has been showered with
commendations in the last two years: it is the first
British publication to win a prestigious American
Society of Journalists and Authors award, for
freelance journalist Jonathan Green, awarded to
narrative or literary journalism dealing with major
topics. Green’s work for the magazine has also won
accolades from Amnesty International, the Foreign
Press Association and the Magazine Design and
Journalism Awards.
Columnists
Our star columnists top and tail the magazine.
Every week, Dylan Jones, style guru and Editor of
GQ magazine offers his witty and incisive take on
life as a modern man.
Piers Morgan, broadcaster, media personality and
author of best-selling books The Insider, and
Don’t You Know who I Am? entertains us with a
feast of frank (sometimes frankly indiscreet!) and
funny anecdotes from his busy social diary.
Last year, Piers was awarded the accolade of
Columnist of the Year by the Magazine Design and
Journalism Awards panel. The judges commented:
“Piers treats the A-list like a bunch of mates in the
pub. The copy is a hoot; the insights often
startling,”
Features and regulars
Live magazine’s features range across a broad
spectrum of topics, all designed to entertain and
inform.
Our cover stars - Hollywood icons, men in the
public eye, sporting personalities - are always
profiled in depth.
It’s A Man’s World features a celebrity’s view of
their personal style, concentrating on clothes and
accessories.
Objects of Desire reviews a selection of covetable
and exclusive consumer goods with a distinct male
appeal: cameras no bigger than a credit card, hitech desk lamps, must-have watches, designer
barbecues and top-end hi-fi cables have all been
featured in recent issues.
Boys’ toys/Tech
Gadgets and boys’ toys are at the heart of Live.
Technology advances almost on a daily basis and
readers who want to remain well-informed only
have to turn to our regular reviews of the latest
developments in HDTV, digital cameras, mobile
phones, broadband access etc.
All the questions on what’s available, how much it
costs, is it good value and how quickly will it
become obsolete are answered every week by our
expert reviewers.
Live’s games and gadgets expert, Rob Waugh,
reviews the latest in must-have entertainment in
his Live for Tech column. Readers can expect fair
and frank reviews of new computer games and
gadgets on the market, with regular sneak
previews and insider information.
Male style
Male style and fashion are integral to the
magazine. Every week, It’s A Man’s World focuses
on the fashion, style and grooming habits of a man
in the public eye.
Our Live for Style pages track down the latest
wardrobe essentials so that readers can be assured
of the correct wear for every occasion, whether it’s
work or play, business or pleasure.
Plus, twice a year we dedicate a whole issue to
male style, featuring spring and autumn fashion,
accessories and male grooming collections.
The next style special is planned for October 4
2009.
Reportage
Live shows its investigative credentials with regular
real-life coverage of life at its grittiest. We have
gained a reputation for tackling the toughest
stories, helped by our award-winning regular
correspondent Jonathan Green, honoured at Press
Gazette’s 2008 Magazine Design and Journalism
Awards and the Foreign Press Awards for his
expose: The Dirty Secret of Your NHS, plus an
Amnesty International Media Award for his report
Selling Soccer into Slavery, a report on the
exploitation of young Senegalese men, promised
Premier League riches. In 2007, Jonathan helped
Live become the first British publication to win a
prestigious American Society of Journalists and
Authors award and was voted Best Feature Writer
at the 2007 Magazine Design and Journalism
Awards.
In recent issues, Jonathan exposed Sudan’s grave
future and its implications for the West; TV
reporter Donal Macintyre has investigated
Manchester gangster culture and how our privacy
is being increasingly compromised by cctv; BBC
and AL-Jazeera correspondent Nadene Ghouri
spent time with the police in war-torn Kabul and
Phil Robinson reported on the battle for control
between the Triads, the Government and the
casinos in Macau.
Motors
Live’s regular motoring columnist is TV chef James
Martin. James has a lifelong passion for cars, a rare
eye for what makes a car great and a provocative
way of explaining why. He owns one of the
country’s most impressive collections of
performance cars, motorbikes and other motoring
paraphernalia so he’s the perfect man to excite Live
readers with his passion and strong views on all
things fuel-driven.
Recent issues have seen him driving his dream car,
a 1960s Ferrari 250 GT, chasing track-day thrills in
a Lotus 2-Eleven, being driven around Silverstone
by Grand Prix star Jenson Button and checking out
new models from VW, Fiat, BMW and Land Rover.
Food and drink
Tom Parker Bowles is Live’s resident foodie. Every
week he writes a lively and inventive column
centred around good food and drink. The topic
could be a restaurant review with featured recipes
from the chef, ideas for using seasonal produce,
the latest kitchen gadgets, cookery books or new
drinks on the market.
Tom is passionate about food and in particular,
British produce. Readers are assured of enthusiasm
and great recommendations, living up to the
magazine’s credo of making sure our readers are
the best-informed (and best-fed!) in the market.
Olly Smith joined the magazine in 2009 as our wine
guru, bringing vast expertise and enthusiasm. He
tastes hundreds of wines a week and his
knowledge of everything from bargain-basement to
the most rarified vintages has seen him voted
International Wine and Spirits Communicator 2009.
Olly also sits on the judging panels for the
International Wine Challenge and the Decanter
Awards.
Throughout the year we publish a number of
special issues themed around topics of high reader
interest, plus the occasional collector’s edition.
Special issues
Specials in 2009 have featured active travel and a
food issue in January, motors specials in February
and August plus spring/summer style in March.
A Premiership special was published on August 9
and autumn/winter style is planned for October 4.
Creative solutions
Live magazine is the perfect vehicle in which to
showcase your products and brands.
Our great relationship with readers offers highlyattractive opportunities to position a product within
a stylish editorial environment, with all the implied
endorsement that an advertisement promotion can
bring.
Our in-house creative solutions team will run a
project from briefing through to publication, liaising
with client and agency throughout, to ensure that
the finished product meets all expectations.
Seven-day TV listings
Live offers readers a critical guide to the week’s
programmes, helping them to plan their TV
viewing.
Screen Detective finds the hidden gems tucked
away in the schedules and our picks of the day
recommend best programme, film and soap, plus
other shows of interest.
Our satellite pages concentrate on primetime
viewing, allowing us to include the maximum
number of channels, including entertainment and
drama, documentary, sport and movies.
Fractional ads are available on the listings pages: a
solus box on the right hand side of the terrestrial
spread and a full-width strip on satellite.
Thousands
Sunday newspapers: circulation
3,500
3,000
3,026
2,500
2,039
2,000
1,500
1,234
1,204
1,000
640
599
586
500
405
382
164
0
NOW
MOS
SMR
Source: ABC March – August 2009
STI
SXP
STL
PPL
OBS
DSS
IOS
All adults
Coverage '000s
6,000
5,274
5,000
4,376
3,935
4,000
3,000
2,730
2,432
2,204
2,000
1,827
1,738
1,639
1,520
1,263
1,109
1,000
666
463
0
Weekend
You
Live
ST Mag
Culture
Style
Population: 49,336,000 - Source: NRS Jul 2008 – Jun 2009
Tel Mag
Heat
FHM
TMS Mag GUA Wkd
OM
Q
GQ
Coverage '000s
ABC1 adults
4,000
3,500
3,419
2,951
3,000
2,642
2,421
2,500
2,154
1,956
2,000
1,596
1,500
1,346
1,144
991
1,000
962
939
444
500
353
0
Weekend
You
Live
ST Mag
Culture
Style
Population: 27,540,000 - Source: NRS Jul 08 – Jun 09
Tel Mag
TMS Mag GUA Wkd
OM
Heat
FHM
Q
GQ
Men
Coverage '000s
3,000
2,500
2,404
2,000
1,858
1,781
1,439
1,500
1,414
1,270
1,030
1,000
875
798
650
575
500
513
392
279
0
Weekend
You
Live
ST Mag
FHM
Culture
Population: 24,023,000 - Source: NRS Jul 08 – Jun 09
Style
Tel Mag TMS Mag GUA Wkd
OM
Q
GQ
Heat
1,600
1,506
Coverage '000s
ABC1 men
1,400
1,269
1,245
1,186
1,200
1,102
1,000
903
802
800
755
680
587
600
520
400
344
293
177
200
0
Weekend
ST Mag
You
Live
Culture
Style
Population: 13,380,000 - Source: NRS Jul 08 – Jun 09
FHM
Tel Mag TMS Mag GUA Wkd
OM
Q
GQ
Heat
Coverage '000s
Adults interested in cars
and motoring
2,000
1,800
1,751
1,576
1,600
1,476
1,400
1,200
1,103
1,016
1,000
958
839
800
666
600
543
399
400
295
291
287
262
GUA Wkd
Q
OM
GQ
200
0
Weekend
You
Live
ST Mag
FHM
Culture
Population: 15,135,000 - Source: NRS Jul 08 – Jun 09
Style
Tel Mag
TMS Mag
Heat
Coverage '000s
Adults with 2+ cars
in household
2,500
2,167
2,067
2,000
1,881
1,563
1,500
1,394
1,256
954
1,000
827
761
711
541
500
488
297
224
0
Weekend
You
Live
ST Mag
Culture
Population: 19,099,000 - Source: NRS Jul 08 – Jun 09
Style
Tel Mag TMS Mag
FHM
Heat
GUA Wkd
OM
Q
GQ
Coverage '000s
Adults who are interested in
food and drink
4,000
3,500
3,445
2,970
3,000
2,634
2,500
2,000
1,885
1,707
1,608
1,500
1,265
1,068
1,040
1,000
918
812
782
500
329
292
Q
GQ
0
Weekend
You
Live
ST Mag
Culture
Population: 25,499,000 - Source: NRS Jul 08 – Jun 09
Style
Tel Mag TMS Mag
Heat
GUA Wkd
FHM
OM
Coverage '000s
Adults who are interested
in television
5,000
4,500
4,394
4,000
3,489
3,500
3,174
3,000
2,500
1,975
2,000
1,795
1,611
1,417
1,500
1,412
1,161
1,132
940
1,000
836
473
500
330
0
Weekend
You
Live
ST Mag
Culture
Population: 34,876,000 - Source: NRS Jul 08 – Jun 09
Style
Heat
Tel Mag
FHM
TMS Mag GUA Wkd
OM
Q
GQ
Coverage '000s
Adults who have digital TV
5,000
4,696
4,500
4,021
4,000
3,623
3,500
3,000
2,452
2,500
2,169
1,976
2,000
1,627
1,500
1,524
1,512
1,335
1,053
1,000
948
623
418
500
0
Weekend
You
Live
ST Mag
Culture
Style
Population: 43,253,000 - Source: NRS Jul 08 – Jun 09
Heat
FHM
Tel Mag
TMS Mag GUA Wkd
OM
Q
GQ
Coverage '000s
Adults who have broadband
Internet at home
4,000
3,500
3,469
3,112
3,000
2,804
2,500
2,394
2,119
1,919
2,000
1,500
1,371
1,358
1,358
1,317
1,119
964
1,000
570
500
411
0
Weekend
You
Live
ST Mag
Culture
Style
Population: 34,187,000 - Source: NRS Jul 08 – Jun 09
Heat
FHM
Tel Mag
TMS Mag GUA Wkd
OM
Q
GQ
2,290
Coverage '000s
Adults who are interested
in fashion and clothes
2,500
2,206
2,000
1,915
1,442
1,500
1,335
1,225
1,193
1,000
772
760
726
574
500
511
327
264
0
Weekend
You
Live
Heat
ST Mag
Population: 20,153,000 - Source: NRS Jul 08 – Jun 09
Style
Culture
FHM
Tel Mag
TMS Mag GUA Wkd
OM
Q
GQ
3,169
3,000
Coverage '000s
Adults who are interested
in health and fitness
3,500
2,785
2,477
2,500
2,000
1,705
1,530
1,500
1,448
1,143
1,123
992
1,000
920
750
674
500
344
311
Q
GQ
0
Weekend
You
Live
ST Mag
Culture
Population: 24,430,000 - Source: NRS Jul 08 – Jun 09
Style
Heat
Tel Mag TMS Mag
FHM
GUA Wkd
OM
Live will work for you
Live magazine is read by 4 million people every
week and with 2.7 million ABC1 readers is
second only to You in the Sunday supplement
marketplace.