Virgin unveils Maverick magazine launch plans

Holly Branson: heads Maverick team
Holly Branson: heads Maverick team

Virgin is to extend its brand into consumer magazines with the launch of a title to be led by Holly Branson, daughter of the company's founder.

The first issue of Maverick, to be published in October, will be overseen by ex-FHM editor Anthony Noguera. The monthly magazine, which will make its debut on Apple’s iPad, is targeting an international ABC1 audience.

The title will funded by subscriptions and paid-for ads, and has been positioned as "the magazine about creative people for creative people".

The editorial will focus on technology, film and design.

Insiders say Maverick is likely to spearhead a push into consumer magazines by the Virgin brand. Print titles and further digital offerings may follow.

It is understood that the project has substantial backing and will be supported by a heavyweight marketing campaign.

Insiders claim that Branson wants to compete with the major publishing houses, such as Bauer and IPC Media.

The launch marks a shift in strategy for Virgin, which has previously outsourced the customer magazines for its various business units.

Its highest-profile title, Electric!, produced to promote Virgin Media, is handled by Redwood. However, Virgin is working with Seven Squared and Noguera’s publishing unit AI on Maverick.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer