Xfm is linking up with the youth culture magazine publisher, Sleaze
Nation, to produce a quarterly magazine which will be sent direct to
listeners by post.
The magazine will initially be 16 pages long and will be sent out to
around 10,000 listeners. The print run is set to rise by 50 to 80 per
cent for the second issue and in smaller increments after that.
The magazine will initially be about the station and the music played on
it, with much of the editorial content being contributed by DJs. The
rest of the editorial will be provided by the Sleaze Nation team.
Subsequent issues will also cover lifestyle areas, such as fashion and
leisure.
Listener details have been captured from a variety of sources, such as
incentivised questionnaire postcards distributed at Xfm-sponsored gigs,
a coupon attached to a CD given away with The Big Issue last year and a
feedback mechanism on its website.
Charlotte Soussan, Xfm’s marketing manager, said: ’People tend to be
fans of Xfm, rather than just listeners. This magazine will be more like
a fanzine.’
Xfm has eschewed traditional advertising as it attempts to recover from
low audience figures and a spate of management changes. A flyposting
campaign has run throughout London over the past few months, but major
above-the-line advertising is not expected for some time.
.jpg)
.jpg)