IPC Media is set to call an above-the-line pitch for its new fortnightly magazine Web User.
The magazine, which IPC has promised advertisers will become its 'biggest brand since Loaded', will launch on 22 March backed by a pounds 2 million through-the-line campaign developed in-house and bought by IPC's incumbent media agency, MediaCom.
However, the magazine's commercial director, Fiona Dent, is searching for a creative agency to build the title's profile following the initial launch burst, which will include poster, direct mail and online activity.
The magazine will need to build a loyal readership in a market that saw several high-flying titles take a circulation dive in this month's ABC circulation figures.
'We had a very strong creative idea for the launch which led to us developing the campaign in-house,' Dent said. 'However, we will be asking agencies to pitch for the account following the launch.'
The move follows the appointment of The Leith Agency to handle advertising for IPC's women's glossy Marie Claire earlier this month. The publisher's chief executive, Sly Bailey, has promised to back IPC's portfolio of titles with significant above-the-line spend over the next few years, with the aim of building magazine brands rather than depending on promotions and covermounts.
Web User, which launches alongside a companion website, represents IPC's first foray into the tricky technology sector. The magazine will be positioned in the publisher's Country & Leisure division.
'Web User's unique fortnightly frequency means we can deliver even more to our readers,' the magazine's editor Jim Lennox said. 'I'm confident that it will rapidly establish itself as the definitive voice of UK web users.'
IPC is expected to attempt to expand its magazine portfolio by tabling a bid for Attic Futura. The publisher can expect possible competition for the Attic stable from rivals The National Magazine Company and Emap.
Meanwhile, IPC Ignite, the publisher's former Music & Sport division, is believed to be looking at three possible magazine launches this year.
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