BBC Magazines revamps eve to halt decline

BBC Magazines is addressing falling circulation at its women's monthly title eve with an extensive redesign and advertising campaign.

Eve's editor, Jane Bruton, who took the post in the spring, has overseen a cover redesign featuring a newly designed logo as well as several new sections throughout the magazine.

The eve logo is now accompanied by the strapline, "Beautiful, useful, real", as it attempts to emphasise the idea of being useful to 30-plus women in their everyday lives.

Eve's creative director, Dina Koulla, has produced a design that attempts to be cleaner and more modern than the previous look. The magazine has new fashion and beauty sections, which will offer practical guides and product tests. Its new "Speed Shopping section will feature essential fashion items and its homes, food and travel sections have been updated.

The launch of the new-look eve is backed by direct marketing and advertising, developed in-house, which will appear in other BBC magazines. Eve's circulation fell 9.3 per cent to 119,102 in the last year. However, it has slowed its rate of decline in the past six months.

Bruton said: "Women's life stages have changed and our research told us that a lot of women in the 30-plus age group felt they were in between magazines."

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