Campaign magazine, the advertising trade rag loved and hated in equal measures, is to shrink and Marketing magazine is set to go monthly in a major overhaul of the Haymarket Publishing media titles.
According to reports, Campaign is to be downsized and its classic font is to be replaced, although it will retain the familiar masthead.
Originally called World Press News, in the late Sixties it was acquired by Haymarket owner Michael Heseltine. He hired Maurice Saatchi to rebrand and relaunch the magazine, with design by Roland Schenk.
The move is designed to drag the title into the Internet age and is part of a new ‘digital first’ strategy – which the Guardian newspaper first embarked upon.
It will mean adland will no longer have to wait until Thursday morning to find out what is going in its industry. The idea is to have more breaking news online and focus on features and analysis for the magazine.
There are also reports that Media Week, axed in print in 2009, could be resurrected with a couple of pages inside Campaign. Sister title, Marketing, is set to go monthly in the spring.
The changes come in the wake of poor revenue performance by Haymarket in 2012 which saw UK turnover decline 10% to £139m.
They also follow a shake-up of the editorial teams at the business publisher. Just before Christmas it was revealed that long-time Campaign editor Claire Beale had switched to Marketing, while Danny Rogers replaced her as editor, and was also editor of Media Week.
Noelle McElhatton, the former editor of Marketing Direct and Marketing, stepped down.
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