NME backs post-ABC success relaunch with ad drive

The publisher reacted to the magazine's fall by installing Conor McNicholas, the former editor of its now defunct dance title Muzik, to replace Ben Knowles as editor.

In the year since his appointment in August 2002, McNicholas has presided over a change in fortunes for the magazine, with a series of innovations including extended Glastonbury coverage and a guide to UK festivals. NME took back the top spot from the Emap-owned Kerrang! in the latest set of ABCs, gaining 0.5% year on year to record a circulation of 72,443, compared with a 16.2% year-on-year fall for Kerrang! to 70,361.

The revamp is the first McNicholas has overseen since his appointment. He narrowly missed out on being involved in the last redesign, which saw the title reduced in size to a smaller bastard-A4 format from its tradition A3 size in April last year.

McNicholas said: "Having just celebrated regaining the top spot as the UK's best-selling music weekly, this redesign is another exciting move in the history of this world-famous brand. It has taken six months of intensive research and hard graft.

"No change has been introduced lightly, with every innovation focused squarely on our readers' demanding list of wants and needs. The finished result is something that the whole team is incredibly proud of and our readers will be pleased to see."

The new look will include new editorial sections, more in-depth band interviews, clearer news and reviews, plus the use of stronger and more impactful photography.

New sections include The Agenda, a new seven-day planner featuring new album releases, gig tickets, film releases, TV and radio listings. Its classified section is to be renamed The Messageboard, while its website NME.com will be better signposted throughout the magazine's pages.

McNicholas said: "We've made some bold moves, and we've added some unique new twists to the title. However, our sole aim has been to ensure that the NME not only maintains its position as being the first stop for music news and reviews, but also continues to deliver as the title closest to the cutting edge of music culture. Industry reaction so far has been overwhelmingly positive."

The above-the-line camapign, created in-house, includes 30-second ads across all MTV channels, a nationwide four-sheet poster campaign targeting students and music lovers, as well as innovative washroom media and flyposting in university towns and around music venues.

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