Bauer Media has resurrected the once-iconic mag Smash Hits in a compelling brand partnership with new West End musical & Juliet.
The retelling of the Shakespeare play has identified former readers of the once-newsrack staple as a prime audience, and is bringing it back to print for one-time-only.
The magazine's print run lasted from 1978 until 2006. The tie-in with & Juliet will riff on the ideas of 'most famous love story of all time'… remixed.
A total of 50,000 issues will be distributed to select London Underground stations, jumping back to the 90s when the title was at its full power. Included is a ‘five minutes with’ interview with N Sync, song lyrics, a wordsearch, a chat with Adam Lambert and Britney Spears trivia.
Jessie J was also slotted into the Biscuit Tin interview.
Finally, the back page houses a featurette about the West End show, which lands this November.
The special mini mag is tying into the musical's 90s inspired soundtrack.
Abby Carvosso, group managing director of Bauer Media Advertising, said: “Magazines have the power to deliver high-quality attention at exceptional value for advertisers and what better way to capture attention than bringing the iconic Smash Hits back for a one-off special.
"This unique partnership has seen us connect with pop fanatics through the pioneering voice in pop culture to drive audiences to & Juliet.”
In 'Which 90s Band Should You Be In' quiz, if you're curious, I got N Sync.
The nostalgic one-shot mag is becoming a prevalent marketing tactic with Ti Media bringing back NME last year. Future PLC has now bid for Ti Media, showing its belief it can grow niche brands globally.