New-look She aims to attract women in ’middle youth’

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 19 December 1997 12:00AM

The National Magazine Company title, She, is to be revamped in the new year, as it battles against tough competition in the ’middle youth’ magazine market from Emap Elan, BBC Magazines and Wagadon.

The National Magazine Company title, She, is to be revamped in the

new year, as it battles against tough competition in the ’middle youth’

magazine market from Emap Elan, BBC Magazines and Wagadon.



The magazine will sharpen its focus on women aged between 30 and 39 and

its February issue, which is due out on 8 January, will feature a more

modern cover and sport a new logo.



NatMags has also added two sections, one which focuses on couples and

relationships and a section called ’Small Talk’, which will put the

emphasis on issues affecting babies and children.



Nadia Dawson, the publisher of She, said: ’Over the past year, She has

conducted research into the market and our readers. We found that

readers wanted more excitement. Rather than doing something for

everybody, we are setting our sights on the specific market of ABC1

30- to 39-year-olds.



We have changed the tone of She and made it much more upbeat.’



Dawson added that it has been ten years since such major changes were

made to the title’s tone and content.



To reflect the change in outlook, She will carry a new tagline, ’Inside

the head of a thirtysomething woman’, which replaces the existing line,

’A great balance for modern women.’



An advertising campaign promoting the changes to She is set to run in

other NatMags titles alongside a poster campaign.



She suffered a year-on-year circulation decline of 4 per cent in its

last ABC audit (January-June 1997), alongside IPC’s Options magazine and

Gruner & Jahr’s Prima.



She is defending itself in a tough market which has seen a number of

launches aimed at women in their 20s and 30s.


In September, Wagadon launched Frank, aimed at older women seeking a

more intellectual editorial approach and, in October, BBC Magazines

unveiled BBC Family Life, targeted at mothers with children aged between

four and 11. In January, Emap Elan is also set to enter the crowded

market with a magazine entitled Red, targeted at thirtysomething women.



This article was first published on campaignlive.co.uk

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