Jockey Slut and Sleazenation

Sleazenation was born in 1996 as a free London club fanzine. In November 1997 it was re-launched through newsagents nationwide after a redesign introduced more features and editorial content. It rapidly gained a reputation as a ground-breaking style magazine.

Sleazenation now covers fashion and music, as well as arts, health, history, club listings and reviews. Jockey Slut, a music magazine, was started in 1991. It struck a chord with the club movement of the early 1990s and quickly became a hit.

Sleazenation.com (www.sleazenation.com) was launched in July 1999; the original website, designed using Shockwave, was featured as Macromedia’s Shocked Site of the Day. The site was re-launched in June along with JockeySlut.com (www.jockeyslut.com).

“No one wants a website that simply mirrors the magazine’s content,” says Gareth Jenkins, head of new media at Swinstead Publishing. “Other than the potential detraction from sales it does not capitalise on the added dimensions that Web technologies [can] provide. At the same time, one of the strengths of our websites is the quality of the editorial.

“We try to choose magazine articles that are well suited to on-line audiences and can be expanded to include multimedia elements. This is complimented by Web-only content, including exclusive features, news, radio broadcasts and a multimedia gallery,” adds Jenkins.

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