Fashion mag DIY launches in Scotts stores

DIY, the music and fashion magazine spin-off to the decade-old online site thisisfakediy.co.uk, is being distributed in JD Sports-owned Scotts stores.

DIY magazine: launch supported by JD Sports
DIY magazine: launch supported by JD Sports

DIY, which will work on an ad-funded, free-to-hand model, will launch with a pilot edition next week that goes monthly from June.

The 40,000 print run will be distributed nationally through an initial 150 fashion retail and music outlets, including selected Scotts stores nationwide.

In addition, DIY will be stocked at selected independent record stores, with national coverage of student unions and live venues.

The title launches with cover artists Noah And The Whale. It has 100 pages, 18 of which comprise advertising. Launch advertisers include Scotts stores, Lacoste and Firetrap.

DIY is published under licence for Sonic media, owner of thisisfakediy.co.uk, by RWD Creative Media, owner of music title Rewind Magazine.

Rupert Vereker, managing director of Sonic Media, said: "We have used Rewind’s expertise as a magazine publisher, but used our editorial team from the website to put together the title".

Nigel Wells, managing director of RWD Creative Media, said: "We have spent nearly 10 years building the advertising funded, lifestyle magazine RWD. We believe that DIY can become a major print title very quickly, given its online credentials."

Online advertisers for the website thisisfakediy.co.uk, which has 400,000 unique users a month according to the publisher, include HTC, Lacoste, O2, Absolut Vodka, Budweiser and the COI.

Online advertising will continue to be handled by Sonic Digital, working together with RWD Creative Media on cross-platform opportunities.

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