Partygoers are to be targeted by a new consumer magazine in May.
The Party Magazine claims to be the first title to be dedicated to parties aimed specifically at organisers and guests.
The 164-page title will be published monthly by new magazine company Bury House Media, privately funded and founded by the former managing director of Wilmington Publishing, Lee Newton. It intends to cover every type of party from a dinner party for four to big corporate events with articles on fashion, food and drink and home interiors.
The first issue is expected to contain a feature on the “dos and don’ts” of Ascot, plus an interview with Bob Geldof talking about his best party.
There is also a regular “where to get…” section, recommending places to hire obscure attractions from chocolate fountains and flamencos to suits of armour.
Janine Furness, who edited the Harvey Nichols and Body Shop magazines, is editor.
The launch will have a print run of 100,000 and Newton said he would be “over the moon” with sales of 50,000.
He expects the core readership to be women aged 25-50. “We know that the market is very big – there are over 100,000 companies that support the party industry in the UK,” he added. Newton claims there are more people celebrating big birthdays than ever before because of the baby boom. The title is also hoping to capitalise on events such as summer barbecues, Bonfire Night, Halloween and Christmas. Newton is seeking advertising from the food, drink and gift industries as well as hotel, restaurant and bar sectors.
The magazine was originally set up from Newton’s home and is now being run by a 10-strong team at offices in Epping. He has launched 14 titles in 10 years and stressed that his plan for The Party Magazine was to keep overheads extremely low.
“When I was at Wilmington I was in charge of 600-plus staff and I thought, this isn’t me, I want to get back down there and launch magazines again,” he said.
By Ruth Addicott