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
The title, which is codenamed Project Irma, will aim to hit a
circulation target of 100,000 copies when it launches later this
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
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.