The first free print issue of NME has generated the biggest advertising revenue in 15 years and features five times the volume of advertising compared with the corresponding issue last year, says Time Inc UK.
The new editorial content mix and distribution model has proven attractive to commercial partners, with advertising secured across a broad range of categories including motoring, tech, fashion, film and music. Among the advertisers in the first issue are Hunter, L’Oréal, P&G, eBay, Google Play, Universal Pictures, JVC Headphones, Renault and BMW Mini.
Global artist Rihanna is featured on the front cover, wearing a t-shirt with the word ‘free’ emblazoned across it. The world exclusive interview and photoshoot sets the agenda for the calibre of talent NME will be featuring on its cover and demonstrates the access NME has to the most influential people in the industry, says NME.
Paul Cheal, managing director of Innovation, Time Inc UK says: “We are launching an exciting new NME magazine with great commercial appeal into the free market with the benefit of it already being an iconic media brand. The launch cover star speaks volumes about NME’s access to the biggest artists in the world.”
NME’s journalists are renowned for being opinionated and instigating debate. Comedian Katherine Ryan joins the team to contribute a weekly column and NME legend Peter Robinson is returning to NME, reintroducing the popular ‘Peter Robinson Versus…’ feature. NME is also adding award-winning illustrator Kate Moross as the designer for the franchise and section heads.
For the new NME, print is only the beginning of the conversation. Many of the content strands will be extended onto NME.COM which has been optimised to offer clearer navigation, greater discoverability and even more emphasis on video.
Mike Williams, editor-in-chief, adds: "This is an historic moment for the NME brand. The new NME is a breath of fresh air from cover to cover, and is everything a magazine should be in 2015 - relevant, intelligently designed and packed full of access, opinions and recommendations. If you're wondering why Rihanna is our first cover star, it's obvious. She's individual, she's iconic and she perfectly embodies the spirit of the new NME.”
NME will launch with a highly targeted distribution strategy delivered at scale nationwide, to reach 46 cities and 85 towns. Menzies Distribution Ltd is the distribution partner and through its micro-delivery subsidiary JYL Hand to Hand, 361 distributors will hand out copies at 26 rail stations, 64 tube stations and 49 universities, accounting for 55% of NME’s total distribution. The retail distribution arm of the strategy will see 140 Topman stores and 121 HMV stores prominently display NME for pick-up. Copies will also be available at 13 Academy Music Group live music venues across the UK in key cities and 75 independent record stores.
Free digital editions of the magazine will also be available for download and readers can continue to subscribe to the print edition, with a small charge added to cover postage and packaging.
