The Party Magazine is looking for a new editor and deputy as a result of its takeover by Colchester-based Essential Publishing.
Bury House Publishing sold the title last week and retained the sales and production staff. But the editorial team of three freelances is still in talks with the new company.
Martin Mason, associate publisher at Essential Publishing, said The Party Magazine was selling between 10,000 and 15,000 under its previous owner and he hoped to increase sales under the new ownership to between 20,000 and 30,000 over the next 12 months.
“We are experts in taking brands and making them work on the newsstand, that’s what we specialise in,” he said.
The title is not expected to be relaunched but Mason said it would be refreshed, with a stronger emphasis on party venues.
He is hoping to take it back to its roots with less focus on food and more emphasis on celebrity parties, tips on achieving the perfect party and more venue-driven information. “We think some of the aims which it was launched under are still there,” he said.
The magazine is also likely to be repositioned to give it a more prominent place on the newsstands. “It had some terrible placements last time. If no one is aware it exists, it is going to be much more difficult to sell,” he said.
Mason said there was further synergy with the company’s existing electronic brands that target weddings and corporate events.
Up to 10 staff from other titles at Essential Publishing have been drafted in to work on the acquisition.
Bury House Media launched The Party Magazine in March 2003, aimed at party goers as well as aspiring organisers.
Managing director Lee Newton said the title no longer fitted in with the company’s growth strategy.
He said sister company Media 10 would launch at least one new title by the end of the year.
“We have more magazines planned in the homes, interiors and architecture sector,” he said.
By Ruth Addicott