Hachette backs Psychologies UK launch with £8m push through VCCP

LONDON - Hachette Filipacchi UK is unveiling its Psychologies title this September and is backing the launch with an £8m advertising campaign by Vallance Carruthers Coleman Priest.

It is the first launch for Hachette's UK operation, which opened three years ago.

The monthly magazine is a version of the successful French title, which is published as a joint venture by Hachette and the French publisher FINEV.

In the UK, it will be published by Hachette under licence from FINEV.

Psychologies is a cross between a self-help book and a glossy women's magazine. Its French edition includes wellbeing, family, behaviour and work sections.

Hachette is aiming to reach an upmarket 35- to 55-year-old female audience. This target means it will compete against Conde Nast's recently launched Easy Living and the National Magazine Company's Good Housekeeping.

Mediaedge:cia will handle media planning and buying for the launch. Press and posters by VCCP will run initially for six months.

Ian Priest, a founder partner of VCCP, said: "Launches are a particular strength of VCCP and we're very excited to be bringing Psychologies to market. It's unusual to have such a differentiated offering that fulfils a genuine market need."

The title will fall under the remit of Julie Harris, the general manager of Hachette's women's group. She said: "Psychologies is a genuinely different type of women's magazine that we strongly believe will create a brand-new category.

"Our consumer research over the past 18 months has shown us that there is a very strong consumer desire for this magazine in the UK."

Psychologies was launched in France in 1970. With a readership of slightly more than 300,000, it holds third place in the French women's glossy magazines market after Marie Claire and Cosmopolitan.

In July last year, Hachette launched editions in Spain and Italy. There are also plans to extend the title into China, Russia and the US.

Hachette is hoping it will revitalise the older market as it believes Red did for the "middle youth" market when it was launched seven years ago.

Hachette Filipacchi UK was formed in 2002 when it bought Attic Futura. It was merged with Hachette, whose UK titles include Elle and Red. These had previously been published as a UK joint venture with Emap. Last year, Hachette experienced an overall circulation increase of 2% year on year.

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