ENG Media launches its first two consumer magazines

ENG Media has launched its first two consumer magazines into the UAE market- a men’s weekly title, ‘IQ’ and a celebrity gossip magazine ‘Insider’.

Both titles are organic to the UAE market and will be produced and published here in the UAE. As a matter of ENG policy, applications for auditing with BPA Worldwide have been submitted prior to launch.

IQ
IQ will be the only men’s weekly in the market and is aimed at the mid-high level income male professional aged 20-45years living or visiting the UAE. Alex Ritman, the former editor of ITP’s ‘Charged’ magazine has been appointed as editor and will head up a strong team of locally and internationally experienced writers. The editorial product will comprise of topical news, current affairs, fashion, technology, entertainment and sport. It will deliver a round-up of all the news that professional young men crave- these men are brand aware, technology savvy and keen to keep up with international and local trends across all areas of their life.

With a total circulation of 15,000, IQ will be distributed across all seven emirates, with the majority of the copies going into Dubai (65%) and Abu Dhabi (15%). Retail outlets include Carrefour, Choitrams, Geant, Hyperpanda, Le Marche, 24/7 and Spinneys; Borders, Margrudys, Proof Woody and other selected bookstores; Dubai Duty Free and Abu Dhabi Duty Free. Prime locations will include specific in-store promotion areas to draw attention to the strength of IQ in the eyes of the consumer.

As well as delivering additional branding, this will also set- aside the product from what is a very busy news stand area. There will also be complimentary copies available at outlets where our audience work and play -including the DIFC, Dubai Media City, Dubai Internet City, Jebel Ali Free Zone, male salons, health clubs and sporting venues as well as the outbound boarding gates of key airlines for the UAE: namely Emirates, Virgin and British Airways.

Insider
Insider magazine will go head to head with the current competitive titles in the market. Primarily aimed at 20-45 year old women, the editorial product will deliver a round-up of international celebrity news as well as delivering pictures from the local social scene. With a more up-market tone of voice and tighter visual layout, Insider will have the competitive edge over its direct competitors. Furthermore with the marketing muscle of ENG Media and the inventory available to advertise the magazine, awareness levels will be high from launch allowing Insider to quickly dominate its category.

Graham Stacey (former editor of OK! Middle East and Ahlan) joins as editor of Insider with Erin McCafferty appointed as his deputy. Joining ENG from Dublin, Ireland, Erin has worked on a wide range of titles over the last six years. She was Deputy Features Editor of The Irish Sun Newspaper, the biggest selling Irish tabloid, Principal Feature Writer for Woman’s Way Magazine. She has also written for a large number of newspapers and magazines including the Irish Independent, The Sunday Tribune, The Evening Herald, The Irish Examiner, The Sunday World, The Irish Mirror, TV Now Magazine, The Dubliner and UK titles Hello and OK.

Commenting on the launch of Insider, she comments, ‘I am really excited about editing Insider. It’s clear there’s a need in Dubai for an up-market magazine which delivers a steady flow of up-to-the-minute celebrity gossip and provides the reader with guaranteed high quality pictures, cutting edge features and the most elegant fashion trends. Dubai is going to love Insider.’

With a total weekly circulation of 20,000 copies, Insider will be distributed across all seven emirates, with the majority of copies going into Dubai (48%) and Abu Dhabi (20%). On-shelf distribution will be across the key retail outlets: Carrefour, Choitrams, Geant, Hyperpanda, Le Marche, 24/7 and Spinneys; Borders, Margrudys, Proof Woody and other selected bookstores.; Dubai Duty Free and Abu Dhabi Duty Free.

In addition to retail presence, Insider will also benefit from a highly targeted free distribution channel. Copies will be available across the key areas where we know our target audience work and play- cafes, clinics, fashion stores, hotels, salons, spas as well as at the outbound boarding gates of key airlines for the UAE: namely Emirates, Virgin and British Airways. Again, prime locations will include specific in-store promotion areas to draw attention to the strength of IQ in the eyes of the consumer as well as delivering additional branding.

Both Insider and IQ will be heavily marketed across ENG Media platforms: Star TV Network, Coast 103.2FM and outdoor and mobile media as well as benefiting from a strong push at point of sale.

Tags: Alex Ritman, ENG Media, Erin McCafferty, Graham Stacey, Insider magazine, IQ magazine