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Cowell launches spin-off magazine

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  Quote Bren Quote  Post ReplyReply Direct Link To This Post Topic: Cowell launches spin-off magazine
    Posted: 13 Sep 2010 at 14:22

Simon Cowell's X Factor launches spin-off pop magazine

Syco and Fremantle-funded publication will be only available at Tesco initially

Monday 13th September 2010

  • %20Simon%20Cowell
  • Simon Cowell wanted a magazine to boost The X Factor brand. Photograph: Ken Mckay/Rex Features

    Just when you thought The X Factor couldn't get any bigger, along comes another offshoot of the Syco and Fremantle talent show. On Wednesday a spin-off magazine will be launched.

    Fully funded by Syco and Fremantle, X magazine was conceived before Christmas when Simon Cowell and the publishing director Natasha Sundharawipata discussed giving the X Factor brand a different edge via a music weekly. Sundharawipata was charged with bringing it into being, and Haymarket Network, Haymarket Media Group's agency arm, was hired to publish it.

    Simon Kantle, Haymarket's editorial director, says: "The editorial team has been encouraged to be challenging and controversial", adding that "if Grazia is the weekly that loves fashion, we're the weekly that loves pop music".

    The editor is Peter Robinson, formerly the outspoken editor of popjustice.com, who was concerned when approached that it would be "pretty much a glorified fan magazine". But Kantle convinced him that the owners were happy for X to "not always toe the party line". As evidence he points to a feature listing pop's top ten Auto-tune moments: "If we just did a load of press releases, readers would notice."

    The magazine will be sold exclusively in Tesco at first. Some will see the launch as risky in an already overcrowded magazine market, particularly in the women's sector – and the last high-profile pop mag, based on Channel 4's Popworld, was axed in 2007 after one issue.

    Sundharawipata insists there is "a gap in the market", adding that X will be "authoritative" and "a more insightful read". She argues the magazine will "differ" from fun-poking weeklies as it will "celebrate" pop stars.

    Robinson says: "People might expect wall-to-wall [X Factor winner] Joe McElderry. We won't disappoint people who love Joe, but also it's for people who love music in general. Pop is so varied now and this magazine reflects that."

    Now, as in the TV show, it is up to the public to vote with their money and decide if they like this lively wannabe.

  • Guardian

Edited by Bren - 13 Sep 2010 at 14:22
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  Quote Jonnyboy Quote  Post ReplyReply Direct Link To This Post Posted: 13 Sep 2010 at 16:28
The man is a money making machine
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