Trash Rubbishes Closure Rumours With Relaunch

Condé Nast and Ministry Of Sound’s recently launched lifestyle title Trash is to receive a complete re-vamp after just one issue.

The Trash title is to be scrapped and the magazine renamed Ministry following a disappointing lack of brand synergy. The new magazine will be launched in January and will be quarterly instead of bi-monthly.

President of new business at Condé Nast, Susan Douglas, said: “The new magazine will be more allied to the Ministry brand, as despite Trash‘s success there was no direct link between Trash and Ministry.”

Douglas confirmed that Condé Nast is currently holding talks with the magazine’s editor in chief Rachel Newscome and its editor Paul Flynn. However, it is not known if the pair will remain on board following the relaunch.

Newscome has long been regarded as a leading light in the lifestyle magazine sector after a successful stint editing the cult title Dazed and Confused. However, Trash has received mixed reviews since its launch and has been continually dogged by rumours that it is set to fold.

Condé Nast and Ministry responded to the pressure by releasing a joint statement declaring their faith in the magazine (see Condé Nast And Ministry Declare Faith In Trash).

Speaking earlier this year Susan Douglas said: “Ministry Of Sound’s Trash magazine has had an amazing debut with excellent sales. We are looking forward to making it even better in the future.”

The title hit the news-stands last July with the backing of a £1.5 million marketing campaign and is aimed at upmarket 20 to 35 year-olds with an interest in pop culture, music, style and fashion (see Condé Nast Teams Up With Ministry To Launch Trash).

However, the lifestyle magazine market is notoriously competitive and some of the sector’s most high-profile titles such as The Face and Wallpaper* have been forced to re-vamp in an attempt to re-invigorate their readership. The relaunched Ministry magazine will also face tough competition from established niche music and lifestyle magazines such as Sleazenation and Jockey Slut.

Condé Nast: 0207 499 9080 www.condenast.co.uk

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