Now gets facelift in attempt to take on upmarket glossies

IPC Connect’s Now is being enhanced with a 16-page celebrity style section as part of a new strategy to reposition itself alongside more upmarket titles such as Hello!, OK! and Marie Claire.

IPC Connect’s Now is being enhanced with a 16-page celebrity style

section as part of a new strategy to reposition itself alongside more

upmarket titles such as Hello!, OK! and Marie Claire.



The section will run from 2 February, supported by a pounds 1 million

marketing campaign.



Now is aiming to appeal to a younger, more affluent audience and win

premium beauty accounts such as Chanel and Yves Saint

Laurent.Advertising in the enhanced 76-page weekly will increase from

seven pages to 12.



Now’s ad sales team of four - who work under Connect’s ad director Janie

Pilkington - is now at full strength. Pilkington and ad manager Lucy

Begley have presented the new strategy to 20 key clients using new

research, Beauty Insights, which was conducted among 2,000 Now

readers.



Pilkington said: ’Our strategy is to move away from C1 C2 housewives and

position ourselves alongside Hello!, OK!, She and Marie Claire.’



She added: ’We have started the conversation with the likes of Estee

Lauder but it will take time to get on its schedules. It took 18 months

to get Elizabeth Arden in.’



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