NME's brand transformation drives expanded reach with latest ABC

NME's brand transformation drives expanded reach with latest ABC

NME's on-going brand transformation has resulted in an expanded reach, according to the latest ABC figures.

NME publisher Time Inc today revealed that the brand has achieved a free distribution ABC of 308,606 - an increase of 0.5% on the period (Jan-Jun 2016) and a new record for the brand.

Advertising revenues are also up by 13% on the period, along with strong digital growth.

The brand’s approach to distribution is designed to ensure that copies of the magazine are available wherever its core audience is throughout the year. It is currently available at 40 universities during term-time, predominantly distributed by 100 students taking on the role of brand ambassadors.

And it’s still widely available to this audience outside of term-time, with the brand targeting 17 major live music events, in addition to distribution at pop-ups and travel hotspots.

Meanwhile, NME has grown its net distribution by hand to 38%, up by 3% on the period, as well as its nationwide scale, with 400 distributors handing out copies each week during university term-time.

Time Inc has also reported strong brand engagement at NME’s pick-up locations, with 99% of copies placed at 80 London urban convenience stores picked up.

In a further bid to re-engage its younger audience and grow its roster of live events, this summer has seen young creatives work alongside the NME team to deliver #LifeHacks, an event aimed at young people looking to break into the creative industries.

Paul Cheal, group managing director of Time Inc UK’s Innovation Group, commented: “NME has never been more influential and the brand is in a state of healthy growth. We’ve achieved big commercial wins across fashion, film and music this period including our first wholly native issue with Adidas, and advertising revenues have climbed by 13% on the period and 128% on the year. NME now reaches 2.4 million via social and NME.COM has 5.8 million unique users each month.”


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