Made Up Media venture to publish its first client titles

LONDON - Made Up Media, the online publisher of football e-zine Catflap, has secured two clients for its new contract publishing arm.

Made Up Media venture to publish its first client titles
Made Up Media venture to publish its first client titles
King of Shaves and Littlewoods Football Pools, run by Littlewoods Gaming, have handed Made Up Media accounts to create digital titles for their respective brands.

King of Shaves, a consistent advertiser on Catflap, has commissioned Made Up Media to produce a digital version of its in-house magazine, The Knowledge.

The firm has run interactive advertising in Catflap in the past, promoting its shaving products through brand frontman, the Chelsea footballer John Terry.

Meanwhile, Littlewoods has commissioned the publisher to create a monthly online magazine, Nutmeg, to promote the revamped Football Pools. Nutmeg, which is set to launch this month, is part of Littlewoods' strategy of increasing customer acquisition through online channels.

Advertisers including Umbro have signed up to sponsor the 32-page title, which will be sent to Littlewoods' database of more than 40,000 customers.

Made Up Media will deploy its page-turning technology for both titles. This provides opportunities for embedded video, audio streaming and animation.

Gavin Newsham, founding director of Made Up Media, said: "The Littlewoods job is an interesting one, because it means we can do the job from start to finish, including content, design and advertising. We're in conversations with other companies and it's generally the sports industry we're heading towards."

King of Shaves and Littlewoods' moves to publish digital titles are part of a growing trend for companies to create digital titles to run alongside print products. Print contract publishers have historically not embraced online as much as other media owners, potentially creating new opportunities for digital publishers such as Made Up Media.

However, last October, Dennis Publishing, which publishes weekly online magazine Monkey, won a contract to produce an online customer title for Ford's S-Max model. The e-zine carried features on extreme sports in a bid to position the S-Max as a youth brand.

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