Sky magazine goes for Celtic twist in bid to appeal to Irish customers

The Irish version of the Sky Customer Magazine was launched this month and will be posted to the homes of subscribers to the satellite service. Until now, subscribers had been receiving the UK edition, and the first Irish version is clearly aimed at convincing sceptical advertisers that the satellite digital service intends to deliver on its intention of producing a magazine squarely oriented at the Irish market.

So while UK subscribers got actress Liz Hurley on the cover of their November issue, Irish customers got U2, plus features on Boyzone's Keith Duffy and Ireland soccer manager Mick McCarthy.

Figures vary as to the new magazine's circulation, which is odd given that its method of subscription-based postal delivery is probably the most measurable for any magazine. However, Sky does not release any figures relating to its Irish subscription base.

Industry sources suggest that its latest round of customer recruitment has resulted in 150,000 subscribers. However, a circulation of 200,000 is being suggested to the advertising agencies. Both figures would place the magazine ahead of the RT╔ Guide, which has long had the largest magazine circulation in the State - with a current audited circulation of 145,921.

From an advertisers' as well as a reader's viewpoint, the two television magazines are very different products. Sky's offering is aimed at customer loyalty building. Six pages in the 88-page publication are devoted to traditional loyalty-building tactics - mainly big prize competitions. Also, while the magazine has been "bought" by the subscribers in that they pay a monthly fee for whatever satellite package they choose, the magazine is an add-on rather than the prime reason for their subscription.

The Sky title contains programme information but not traditional TV-type listings because, according to a company spokesperson, more than 80 per cent of viewers use the onscreen programme guide.

If RT╔ does make itself available on Sky's satellite service - channels 101 and 102 have already been reserved for the station - there could be some editorial similarity between the two titles but on the evidence of its current editorial content and on upcoming features, Sky won't be trying to do anything radical in its editorial attempts to increase its appeal to Irish audiences. Upcoming features, for example, include articles on Brendan Gleeson and Samantha Mumba.

Dave Smyth, the Irish-based sales director for the magazine, aims to sell 22 pages of advertising each month, which is a low advertising-to-editorial ratio by news-stand magazine standards - but common for loyalty publications. The first issue was sold below rate card rates - a usual tactic for a launch publication.

While the timing of the launch is far from ideal, it was at least important to produce the Irish version so that advertisers who are currently considering their 2002 budgets could see what they might be buying into.

bharrison@irish-times.ie