IPC launches Your Life women's weekly title

IPC Connect will aim to reinvigorate the mature women's weekly

sector with the launch next week of a premium title aimed at daughters

of the swinging 60s.



Your Life arrives on news-stands on Tuesday 24 April, the same week IPC

folds the nose-diving older women's title - Woman's Realm - into Woman's

Weekly. IPC Connect's managing director, Linda Lancaster-Gaye, said this

'consolidation in the classic market' was part of a strategy enabling

Your Life to be first to launch in 'the emerging market of the

decade'.



IPC claims that Your Life, which has an initial print run of 700,000 and

an initial cover price of pounds 1.20, will deliver ABC1 women a

generation older than Now's current readership of 24- to

35-year-olds.



'Over five million women in the UK today are ABC1 and aged between 35

and 60,' IPC Connect's publishing director, Sandy Gale, said. 'In four

years' time, eight out of ten women will be over 35. They have a total

personal income of pounds 99 billion per annum and 40 per cent of them

are chief income earners - we are talking about consumers with immense

spending.'



Woman's Realm's editor, Mary Frances, has been handed the task of

launching Your Life. Frances held the Woman's Realm post since 1998, and

presided over a 15.2 per cent decline in the magazine's circulation in

the February ABCs.



Despite the demographic link to Now, Your Life will not be turning to

concentrated celebrity coverage to deliver its 200,000 target

readership.



Instead the magazine will offer a combination of current affairs

coverage and highbrow lifestyle features.



The magazine opens with a 12-page current affairs section titled 'This

Week'. It will include a celebrity interview, behind-the-scenes

features, and a news spread capitalising on the pages' late print

schedule.



This will be followed by a 20-page 'Indulgence' section, featuring

gardens and homes, travel and fashion coverage.



A central, eight-page section, dubbed 'Body and Soul', includes

complementary therapies and short lifestyle pieces, and the mix is

rounded out by 20 pages of traditional longer features under the banner

'Life Matters'.



The magazine also includes a competition section, 'Life Support',

offering the chance to retrain for a different career.



'We're tearing up the rule book because we know the audience and we know

they're bored,' Frances said. 'Our reader wants something different,

something that treats her as an intelligent human being. And she wants

something that surprises her; that's as exciting as her life is

now.'



Next week's launch will be backed by a pounds 2 million marketing

campaign developed by IPC's in-house agency, Creative Solutions. Press

and radio executions will be built around the magazine's strapline 'Your

Life - Live It Up' and will feature former 60s supermodel Twiggy.



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