BBC to carve niche in women’s sector with Project Irma

BBC Magazines has unveiled details of its latest and ’biggest ever’ launch - a monthly glossy for women.

BBC Magazines has unveiled details of its latest and ’biggest ever’

launch - a monthly glossy for women.



As predicted in Media Business (20 September), the publishing company is

planning to enter the women’s sector with a magazine aimed at females of

all ages.



The title, which is codenamed Project Irma, will aim to hit a

circulation target of 100,000 copies when it launches later this

year.



BBC Magazines’ lifestyle group ad director Justine Southall will head

Project Irma as publisher.



The former director of IPC’s fashion and beauty group was hired by BBC

Magazines last autumn and handed a brief to explore new market

sectors.



The launch will be backed by a heavyweight marketing campaign.



Southall is talking to creative agencies and is in discussions with New

PHD about a planning and buying strategy for the magazine.



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