Swinstead Publishing Group, owner of Sleazenation and Jockey Slut
magazines, is to launch a distribution arm that aims to take the
'coolest' books, magazines and CDs to the hippest retail outlets.
Rogue Distribution claims to take 'the best printed media and music
releases, as selected and endorsed by Sleazenation and Jockey Slut', to
venues such as bars and clubs, art galleries, cafes, beauty salons and
music and fashion stores.
SP Group chairman Jon Swinstead said Rogue enabled SP to become a
"one-stop solutions company for people accessing the youth market".
"Rogue will only work with the hippest outlets," he said. "Effectively,
it is a filter, choosing the very best material out of all the
rubbish."
All products will be displayed in specially designed and Rogue-branded
point-of-sale units. There are seven designs to suit different-sized
venues, which will be supplied free.
About 40 outlets have already signed to Rogue, and Swinstead said he
hoped to have 750 venues in the UK by March next year, with eventual
international expansion
Rogue will be promoted via a viral underground campaign, with some
internet advertising and possibly magazine and radio ads.
But Swinstead said awareness would build mainly through word of
mouth.
"When Sleaze launched five years ago, an element of its success came by
distributing through the right network of channels."
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