Cautious welcome for Nova

The rebirth of IPC’s 60s style magazine Nova has been greeted by a huge media fanfare and a cautious welcome from agencies.

The rebirth of IPC’s 60s style magazine Nova has been greeted by a

huge media fanfare and a cautious welcome from agencies.



Nova is aiming to become the trendsetter’s bible, combining cutting-edge

fashion with the sort of elements seen in style magazines such as

Wallpaper, I-D and The Face.



The title’s business strategy, according to publisher Elaine Foran, is

to extract high yields from fashion, fragrance and style advertisers who

are willing to pay premium rates for a niche audience of 70,000 to

80,000.



A review of agency reaction to Nova’s debut revealed a genuine will for

the magazine to succeed. Optimedia’s head of press Simon Timlett said

his clients were very excited about the dummy. However, others have

voiced concerns about the long-term feasibility of the business

strategy.



New PHD head of press Laura James believes there is room for a niche

magazine to fit in between Elle and Vogue. But she cautioned that Nova

would have to demonstrate it can consistently provide a unique

readership.



’Frank also promised to be a style leader but perhaps went too far and

became pretentious,’ said James.



’Nova’s first issue contains a couple of controversial features that

will grab attention but the product quality will have to be sustained in

every single issue,’ she added.



MediaVest client services director Nigel Conway said he thought the

overall trend is towards niche titles. However, he pointed out Nova had

entered a hugely competitive market. ’Vogue can command a 40 per cent

cost per thousand premium over Elle because it is seen as the fashion

bible. The question is whether Nova can establish a similar

following.’



Though sceptical about the premium-rate strategy, Conway suggested IPC

might have an ulterior motive for launching the magazine.



’The company intends to float on the stock market and might even be up

for sale. Nova is an opportunity to make the company look proactive and

add value,’ he said.



Initiative media director Ita Murphy said Nova was the most exciting of

the new women’s titles. She accepted European clients might pay a

premium but was more sceptical about UK advertisers.



She explained: ’We were told the print run for the first few issues

would be up with Vogue’s, so clients were happy to pay high rates. There

was also the fear of a missed opportunity but advertisers will drop Nova

if it doesn’t live up to its promise.’



Question Time p12.



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