BBC Magazines is embarking on its biggest launch. It is a new
monthly glossy magazine for women, codenamed Project Irma, which will
aim to carve out a new niche in the women’s magazine market.
Justine Southall, who will be the publisher of the new title, is talking
to agencies about a creative pitch for the magazine, which will be
supported by a heavyweight advertising campaign around the time of its
launch. New PHD, BBC Worldwide’s media agency, will handle the media
account. Southall was previously the advertisement director of IPC’s
fashion and beauty group.
The magazine will launch in the autumn and will be edited by Gill
Hudson, who has been working on the project since last June. She joined
BBC Magazines from Dennis Publishing, where she had been editorial
director of Maxim.
Project Irma will be a life-style magazine for ABC1 women. Southall
would not be drawn on the detail of the new title, but said: ’This
magazine isn’t about age. It’s a very different editorial proposition
which is unlike anything that’s out there, but it will take on the
women’s magazine market.’
She added: ’It will be the biggest launch BBC Magazines has undertaken,
with a significant investment in marketing and advertising.’
Southall also said that Project Irma would have a ’substantial’
circulation target of more than 100,000, but she refused to be drawn on