Despite battling a double-dip recession and declining sales in the majority of print-press publications, We Love Pop has bucked the trend under the leadership of publisher Siobhan Galvin and editor Malcolm Mackenzie, building a community of more than 135,000 readers across print, social media and its website, says Egmont UK.
The monthly pop magazine targets a core audience of 13-15 year old girls with in-depth interviews with the world's biggest pop stars, photos, behind-the-scenes exclusives, competitions, posters and high-end cover gifts, which appeal to a savvy teen audience.
We Love Pop will continue its approach of attracting the world’s biggest pop acts, with Jessie J taking the first birthday cover, out July 25th. She joins Cheryl Cole, Rihanna, Tulisa, One Direction, The Wanted and Justin Bieber as We Love Pop cover stars.
According to the publishers, the magazine’s light-hearted and well-informed tone, multi-platform reach and access to engaged fans has resonated with advertisers. Multinational brands including P&G, Boots No.17, Universal Music, BooHoo, Live Nation, SJM Concerts, Sony BMG, Nordic Games, SAS & Company, Freemantle Media and So Fragrances have all advertised in the 68-page magazine, as well as across its social network platforms and website.
We Love Pop’s strong, loyal readership has also ensured upgraded listings at Tesco stores throughout the UK and both high value summer issues will have in store promotional activity at ASDA, Sainsbury’s, Tesco and Morrisons’.
To celebrate its first birthday We Love Pop are launching a new augmented reality app for iPad, iPod, iPhone and Android phones, which allows users to place their own photograph on the magazine’s front cover.
The app, created by Brighton agency Digicave, will be free to download. Fans will be able to upload their faces onto the cover of the magazine and share with their friends via Facebook.
In addition to the app, the magazine will also be launching its inaugural We Love Pop Awards, as voted by readers, which will see a host of the world’s biggest pop stars celebrating a variety of gongs.
Editor Malcolm Mackenzie said: “We are very excited to be celebrating our first birthday with this amazing app and can’t wait to get the awards into the hands of the winning Pop Stars!”
Egmont UK’s spokesperson added: “We are delighted with the level of engagement we have secured since the launch of We Love Pop last July and the app is yet another example of our ability to connect with our teenage readership across multiple platforms. We are delighted to be celebrating our first birthday with such a strong market position.”
