Gruner & Jahr set to target over 30s with women’s magazine

Gruner & Jahr is launching into the thirtysomething women’s magazine market next spring with a glossy monthly title code-named Project Florence.

Gruner & Jahr is launching into the thirtysomething women’s

magazine market next spring with a glossy monthly title code-named

Project Florence.



The German publisher will pit its weight against existing titles in the

market such as Emap Elan’s Red, which launched in January 1998, and the

National Magazine Company’s She.



G&J is holding a pitch for the creative account and is seeing six

agencies this week. Joanne O’Hara, group advertising director of G&J,

refused to comment on who was pitching, but said that the winning agency

would work on a multi-million pound launch campaign that would include

national TV.



It has not been decided whether G&J’s media agency, which is Arcom’s

media division, will work on the launch or whether a media pitch will

take place.



Helena Jaworski-Lang, the former deputy editor of Options, is to edit

the magazine.



Holger Wiemann, managing director of G&J, said: ’We have pinpointed a

sector of women ’disenfranchised’ by the current products available to

them. Florence will be looking to attract new magazine readers as well

as those who feel that their needs have been neglected.’



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