Gruner & Jahr and Haymarket Consumer Publishing have formed a joint
venture to produce a pilot women’s motoring magazine, which has been
codenamed Project Daisy.
The magazine will be overseen by Haymarket’s What Car? group editor,
Mark Payton, and Julia Goodwin, associate editor for the Prima specials
at G&J. It will have a target circulation of 100,000 and if the August
pilot issue proves successful, it will be published more regularly.
Jessica Burley, G&J’s group advertisement director, said: ’We wanted to
create a magazine which gives the quality of information of What Car?
but is written in a style which is less alienating and would answer
women’s questions more directly.’
The magazine will be glossy and will be positioned alongside women’s
monthly titles. Burley said it would be more upmarket than Prima;
similar in style to specials like Prima Baby and Prima Let’s Cook.
The title will be the first joint venture publication for both G&J and
Simon Daukes, managing director of Haymarket Motoring Publications,
said: ’We are each bringing something to the party the other doesn’t
have, and therefore have no clash of interest in it.
We’ve been looking to spread What Car?’s wings into all sorts of areas,
and women’s motoring is one which manufacturers have increasingly asked
us to look at.’
Both G&J and Haymarket will promote the women’s motoring title through
their own magazines.