A REVOLUTION IN PUBLISHING

What is BRAT?
BRAT is fresh, punk, attitude,pugnacious, fearless, prickly,spiky, playful, slyly informative,aspirational and righteous. It’s music, TV, gaming, advice, health, sex, careers, web, texts, phones, sport, and school.Celebrity and hard reportage will sit happily side by side. It’s the best magazine ever produced in this country.

source - http://www.globalclub.com/brat/BRATMediaPack.pdf


MP Lembit Opik is set to unspin politicians' spin in a brand new teen mag. Brat, Ulster's first teenage magazine for male and females, hits shops across the Province and the Republic today.Belfast editor Paul McNamee says it's an innovation in publishing and the first time both genders have ever been targeted in one lifestyle magazine."There have been certain niche publications that catered for both genders but nothing so targeted and not on this scale," he said."We're excited to be here now delivering a magazine like this. We feel it's the last untapped area in magazines and it's coming out of Northern Ireland." More than 400 buses in the Translink fleet have been driving around the country emblazoned with the Brat logo. This advertising campaign will be backed by a series of TV ads, featuring Radio 1's Colin Murray and Channel 4's rising star Miquita Oliver.Brat publishers Globalclub say that, after a base for the magazine is established in Ireland, the magazine will roll out across Britain."Globalclub is dedicated to providing quality products and services to the youth market and we have demonstrated our commitment by continually innovating new products and services," said Lester Manley, Globalclub chairman.One of the key, radical components of Brat is a male only and female only section. The Club for boys and The Booty Room for girls. In the first issue there's an interview with OC's Adam Brody; Little Britain creators Matt Lucas and David Walliams; Dr Mark Hamilton of Radio 1's Sunday Surgery with the first of his monthly advice columns and Ulster-born MP Lembit Opik unspinning politicians' spin.

source - http://www.newsletter.co.uk/story/23388


BRAT IS A REVOLUTION IN PUBLISHING
It marks the first ever teen lifestyle read that is non-gender specific. There have been certain niche publications that have catered for both sexes, but never a magazine like this on this scale. Serving predominately the teenage market - with enough give to cater for a year or two on either side - BRAT will become the grapevine for Northern Ireland’s teens. A key aspect to BRAT will be the involvement of our readers. BRAT’s publisher Globalclub is burning a potassium trail by building the only inclusive branded youth community for Ireland where under 18’s control their own destinies - rather than being told how to live by elders.Conceived 8 years ago and launched January 2004, Globalclub has generated the only relevant branded youth community of its kind. Tapping into the psyche of our teen population, Globalclub has implemented a unique Youth Board Directorship. These individuals serve as a vital catalyst in understanding and creativity. Steering both the direction and mindset of Globalclub, alongside stakeholders within the publicsector and education, this is a unique and dynamic bond. The result? A natural evolution has occurred spawning the lifestyle and attitude of BRAT.The magazine has a direct line to the heart-beat of our readers’ multi-layered and ever changing tastes. There will be an identity and edge to BRAT that is particularly Northern Irish, a biting humour that will provide a localised approach to global issues and concerns.

BRAT will be a must-read with a massive circulation. We will distribute 25,000 copies every month with an estimated readership of over 100,000. We will become the most readily available, most identifi able teen magazine in the country. BRAT will be full-colour, over 120 pages. We will retail at £2.50 with a network covering every major outlet and independent retailer in the country. We will print 10 issues per year. The first issue will hit the streets on October 20th, 2005. Shortly we will also be introducing a BRAT Smartcard and intend to roll BRAT out across Ireland before starting on the rest of Britain.

source - http://www.globalclub.com/brat/BRATMediaPack.pdf