Hubert Burda Media launches its Amber women's title in UK

The German publishing giant Hubert Burda Media is entering the UK with the launch of a glossy monthly magazine in the young women's sector.

Burda launches Amber, a UK version of its successful German title Young Lisa, on 20 February. The magazine is being billed by Burda as "positioned between Glamour and Sugar" and will have an initial print run of 300,000.

Amber will be produced in the same pocket-sized format as Glamour. The launch issue will have a cover price of £1 and subsequent issues will be priced at £1.60. It targets 16- to 22-year-old women with fashion and lifestyle editorial. Burda said Amber has no direct rival because Emap's More! is a fortnightly title.

Since launching in Germany last year, Young Lisa has average sales of 236,000.

Burda publishes more than 200 magazines, including the German editions of Elle and InStyle, and has outsourced advertising sales for the UK launch to Cabbell Publishing. Caroline Connor, a former Hachette Filipacchi commercial director, is working as a consultant on the launch. She said: "Amber sits between the teenage titles and mainstream glossies. This is an under-catered for market segment."

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