Tag Archives: IPC Media

Should men’s mags ‘upscale’?

Media Week recently asked four key media players (as in key people, not software) whether they agreed with reports that many publishers are now upscaling men’s mags to attract a more affluent reader and advertiser.

Three said ‘No’, while one said ‘Yes’. I’m still undecided. ‘Yes’, because more lower end readers are getting their fix online (hence the popularity of Dennis’ Monkeymag and IPC’s Nuts.co.uk and NME.com). But then I also say ‘No’ because there’ll always be an audience for men’s mags in the lower end. They perhaps just need to make them less embarrassing to read in public. The Sun, which is still going strong, is a perfect example.

So, if by upscale, we mean put less pics of bikni clad women on the cover a la GQ and Esquire, then I say ‘Yes – kinda’. I blogged about men’s mags upscaling a while back (and probably contradict myself).

Still on the topic of lads mags, great article by the Mirror’s Brian Reade today which pointed out the irony in Michael Gove MP blaming lads mags like Nuts, Zoo and Loaded for objectifying women. Brian wondered why Gove missed The Sun off the list, given that Page 3 was also a big offender. Surely nothing to do with Gove being a columnist for the Times, The Sun’s sister paper?

Web traffic growth for Nuts, Loaded et al

NME.com doing well in the fiercely competitive music sector

NME.com doing well in the fiercely competitive music sector

No real surprise for IPC Media given that the lads mags demographic is made up of heavy internet users. But the growth stats are impressive – Nuts.co.uk gained 121 per cent more users year on year, while Loaded grew by 51 per cent. NME.com continues to gain strength on the web with 107 per cent year on year user growth. The growth has been attributed to the integration of video and social networking features.

[via MediaGuardian]

Nuts, NME and Loaded websites record decent unique user growth

IPC Media’s portfolio of youth websites has registered welcome growth in unique users.

Sites like Nuts recorded a growth of nearly 50 per cent between June and November 2007 (according to an ABCe audit).

Take note website marketers thinking of exploiting free social network opportunities: IPC claimed that putting NME video content onto other sites like YouTube has attracted over 2.5 million viewings. No doubt this has helped reciprical traffic to NME.com.

Read more at journalism.co.uk

IPC appoints new head of online men’s lifestyle: Nuts and Loaded

IPC’s Ignite Digital arm has appointed Keith Walker as head of online men’s lifestyle which includes overseeing content for the Nuts.co.uk and Loaded.co.uk websites.

Quote of the week:

Anthony Thornton, editor-in-chief for Ignite Digital, who will work alongside Walker: “Keith is the ideal choice to take Loaded and Nuts to the next level. It’s a bit like Ron Dennis hiring Lewis Hamilton only without the big, expensive shiny car, obviously.”

Ben Perreau! Editor of NME.com!! Leaving!!?

I can’t find any mention of this anywhere other than his newsletter, so I’m either way behind here or this is new news.

Okay, I’m not gonna lie to you. I don’t know much about Ben Perreau’s career apart from a page long NMA case study on NME.com, but I do know he’s a big deal. Why? Because he’s developed one of the best perfoming publisher sites in the world. One which squares up to the likes of MySpace Music and other broadcasting heavyweights.

Instead of seeing the web as a threat, Ben’s exploited NME’s equity in the print market and transferred that online. He looks to have used the classic approach of breaking universal and soon to be dead news on the web, and keeping exlcusive news and features for the money making print edition (not that the web isn’t making money – it is).

Ben mentions his departure in this week’s NME e-newsletter:

Hello for the very last time good friends,

This being my final week at NME, I’ve decided to be truly self-indulgent and write the newsletter myself. I’m leaving to find ways of inflicting my music tastes (among other things) on a whole new bunch. But don’t worry, NME.COM remains in very capable hands – ready to fly the flag as the world’s greatest music news destination without me, so make sure you keep coming back. In fact, we’re already working on masses more improvements in the NME.COM basement bunker, ready to drop in the coming months.

But you’ve not got rid of me yet, not before I’ve had a chance to tell you just what’s going on this week on NME.COM. It’s razor-sharp, as always: we’ve got the whole of Kate Nash’s debut album ‘Made Of Bricks’ to hear from Thursday, the whole of The Coral’s new album, ‘Roots And Echoes’, Dan Martin’s Too Much Information blog gets jiggy with Arctic Monkeys up at Old Trafford and there’s the new video from Paramore. Whatever your eyes and ears need: it’s all there, I assure you.

The magazine is chock-full too. There’s the first verdict on Babyshambles’ new album, the chance to get on the bill at Carling Weekend: Reading or Leeds Festival,
reviews of new music from The Courteneers, Tiny Masters Of Today, Love,
Franz Ferdinand and erm… Eddie Argos’ other band. Plus there’s the full-on
moshpit report from Arctic Monkeys’ greatest moment yet at Old Trafford this

There’s shedloads more – but that should be enough for starters. And that’s me. It’s been a blast – the greatest ever. Sail on, sailors. (sob)

Ben PerreauEditor, NME.COMxxx
PS. Until Friday, you can still email me
with any suggestions – I’ll make sure they get passed on.

Blimey. Dry your eyes mate. No idea where he’s going though. Is he staying within IPC
Media? Launching an online only music magazine brand (if so – why?)? Or is he doing
a James Carter
of Monkeymag.co.uk fame and leaving the publisher to launch
his own content venture?
Either way, Godspeed Ben. Oh, and watch out for the beginning of the dotcom
slowdown in September.
He’s going to Sky to work on content strategy / build some new websites.