Publisher: IPC
Nuts, Loaded and NME have all enjoyed success on the back of substantial marketing and editorial investment across the IPC ignite! portfolio. While Uncut cannot boast a profile as high as its stablemates, the title will also benefit from this month's spring-clean.
Uncut has not been doing badly, with a fairly stable circulation of 110,000 in recent ABCs, but reader research has highlighted areas for improvement.
The Uncut name does not mean a lot to many and through editorial developments and clever marketing, the goal will surely be to create a stronger, more loyal readership that doesn't migrate to Mojo, Q or The Word on the strength of a cover star or promotion.
The cover feels more "classic" than before and perhaps more in tune with the discerning music and movie lover.
The seemingly ubiquitous cover-mounted CD is further integrated throughout the magazine with page references clearly highlighted on the inlay sleeve and the editorial link to the playlist much more evident than before. This suggests a better valued package for £4.20 each month.
Inside, I found the design over-stylised and really a bit confusing. However, the typical reader is more interested in the substance than the style, so the new celebrity columnists and features will reward them.
Film, now focused in one section, adds benefit for the targeted advertiser, as well as the reader, in being easier to navigate. The all-important music reviews are given a refresh and there seems to be a concerted effort to bring the music legends closer to the reader throughout.
It is always pleasing when a title listens to its readers and I expect plenty of readers will be listening to, and reading, Uncut happily in the future.
- Chris Arnold, press manager, ZenithOptimedia.
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