On 25th January, Newcastle's Journal launches a full-colour
glossy magazine which will be available free with the daily newspaper.
The new monthly, Culture, is believed to be the first magazine
of its size and format ever produced by a regional newspaper.
The 64-page magazine, which taps into the exploding arts scene
in North East England, will also go on sale at newsagents with a £1.30 cover
price and an initial print-run of 65,000.
The magazine has been produced in-house by staff from The
Journal in a project led by assistant editor Huw Lewis.
Brian Aitken, editor of The Journal, said the newspaper had
seized an opportunity presented by the North East's cultural renaissance, which
has seen the opening of major arts venues such as the Sage concert hall and
Baltic art gallery in Gateshead.
Mr Aitken said: "We felt the region could support a dedicated
arts magazine that reflected the enormous interest in culture in the
region.
"We quickly secured enough financial support to make Culture
viable - this magazine is unique in the regional press, and it is free in The
Journal.
"It says a lot about the ambition and confidence of the whole
region - as well as The Journal - that Culture has been launched."
Culture will be supported by a members' club - Culture Club -
which will be launched in March offering readers who join a range of discounts
on leisure activities as well as 'money can't buy' offers in the arts
world.
The Journal will also be sponsoring a new North East Arts Awards
ceremony, to be held for the first time later this year, organised by publisher
Newcastle Chronicle and Journal Ltd's events team.
The Journal last year announced an innovative sponsorship deal
with Newcastle's Tyne Theatre - rebranded The Journal Tyne Theatre - offering
cross-over promotional support.
Mr Aitken said that although Culture will also be on sale
separately, the primary aim of the magazine was to generate sale and interest in
The Journal.
"The Journal reaches an aspirational up-market audience who want
to enjoy the higher quality of life the North East offers, and have the money to
do so.
"Culture fits very closely into our brand identity and extends
significantly the offer we make to readers."
The first edition cover features a fashion photography
exhibition at Durham's Bowes Museum, while major articles include an interview
with opera superstar Andrea Bocelli, previews of major stage shows Miss Saigon
in Sunderland and Swan Lake in Newcastle, plus listings, country walks and
family half term holiday ideas.
David Whetstone, the award-winning Arts and Entertainment Editor
of The Journal, has been made editor of Culture with Huw Lewis managing
editor.
The writing team has been strengthened with the recruitment of
Tamzin Lewis, formerly of The Mail on Sunday and Sunday Mirror, from North East
lifestyle magazine Accent, to join Mr Whetstone and arts writer Sam
Wonfor.
A listings editor, Sarah Leese, has also been appointed on a
freelance basis.
The design team was led by The Journal's Babette Decker, and
worked with Newcastle Chronicle and Journal's magazine team. The aim, however,
is for production to be handled entirely within The Journal once the title is
bedded in.
Mr Whetstone added: "Culture is about more than just the
traditional definition of arts and music. It extends into heritage and the
countryside - all things that make the North East a superb place to live."
The magazine has been backed by the Arts Council and regional
development agency One North East as well as individual arts venues,
organisations, and companies with a close affinity to the arts including
Northumbrian Water.
These have paid for a year-long association with Culture in the
form of advertising space. The Journal also aims to sell advertising
issue-by-issue to relevant advertisers.
It will be sold through newsagents and other selected stores
across the North East of England and Scottish borders - an area slightly wider
than The Journal's circulation area.
There are no direct competitors, with Culture pitched above
existing Newcastle listings magazine Crack in the market place.
