Tennis magazine serves up new look

Tennis magazine Ace has changed its format and revealed a new look ahead of the start of the UK tennis season.

The move forms part of a £30,000 investment in the title over the next year. New paper stock has been added and the magazine has swapped its traditional A4 format for a bespoke, slightly squarer shape.

The re-design was conducted by Ace’s in-house art team and design consultants Simon Esterson and Jon Hill.

Editor Nigel Billen said he wanted the design to be able to compete on an even level with leading lifestyle magazines on the news-stands. “Over the last 18 months we have worked really hard on the editorial content. Now the time was right to tackle the way the magazine looked and felt,” he said.

Although the bulk of Ace’s sales come from subscriptions, publisher Andy Ford stressed the importance of the news-trade. The number of copies distributed via WH Smith is expected to treble over the summer. Ace has a current ABC of 45,495.

Ace has gained media coverage for its 52 page full colour supplement, the Sex List 2004 – a mini guide to the sexiest and most stylish tennis players.

By Ruth Addicott

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