independent music title launched by David Hepworth and Mark Ellen, has
been redesigned and renamed The Word, something the pair claim they
have been “itching to do” for more than a year.
creative director Hepworth, adding the definite article to the title
made it “seem a more complete entity”, while reflecting the fact that
many readers were already calling it The Word.
The magazine also
has a new title font, “hand-chiselled” by art director Keith Drummond,
a reshuffle in the front sections and a move towards more reportage,
starting with a feature this month on the New Orleans disaster.
title, which was launched inJanuary 2003, posted a year-on-year sales
increase of 11 per cent in August’s ABC figures, to 33,376.
who also launched Q, Mojo, Empire and Heat while working at Emap, said:
“Probably the majority of readers called it The Word anyway, and
[renaming] it also gave our art director the opportunity to design the
magazine in a way that made it more flexible.
“These things get super-analysed by the press but probably pass by the average reader.”
his subscribers’ letter this month, Hepworth tells readers: “This is
not a change of name – merely a recognition of the fact that for a lot
of readers it always has been ‘The Word’.”