IPC aims to reverse Marie Claire's sales slump with revamp
campaignlive.co.uk, Friday, 30 July 2004 12:00AM
The IPC SouthBank women's monthly Marie Claire has revamped and cut its price in an attempt to increase its sales.
From its September issue, Marie Claire will shrink to a format slightly smaller than its current A4 while also reducing its cover price by 50p to £2.50.
Additional changes include an editorial redesign and more picture-led features that reflect a step change from the in-depth, lengthy editorial the title has previously used.
The changes follow a 9.8 per cent decline in circulation to 360,789 in 2003, according to Audit Bureau of Circulations figures. The launch of Conde Nast's Easy Living next year is expected to put additional pressure on its circulation.
The price cut comes after various reduced-price trials in the UK. A national trial in June, reducing Marie Claire's cover price to £2, is reported by IPC to have been a success.
IPC has experimented with a "travel-size" version of the magazine in the London area. This format will continue in London, but IPC has shunned a national roll-out for fear it could unsettle advertisers who prefer a larger page size.
This article was first published on campaignlive.co.uk
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