Housewives are to be introduced to the joys of the internet by a
new magazine from IPC Southbank.
Click It!, a brand extension of Family Circle, is targeting 25- to
50-year-old women who are curious to find out why their offspring spend
so much time browsing the web.
The bi-monthly glossy title will cover the familiar women’s magazine mix
of news, health, fashion and beauty, food, travel, gardening, children
and entertainment, but will have an emphasis on home shopping.
The 100-page publication goes on sale 30 March with a pounds 2.50 cover
price and a sales target of 80,000.
Publishing director Sue James said the magazine will be cover-price
The first issue will carry only six pages of advertising, mainly
promoting internet service providers. These have been sold by the Family
Circle team under advertisement manager Claire White.
The content will be in the style of Family Circle. It will show readers
who know how to turn on a computer, the benefits to be had from the
information available online.
James explained: ’For example, a beauty feature will demonstrate how a
user can find a variety of looks on different websites, providing an
’Click It! will be the first newsstand title to cut through the mass of
internet information and get to the sites that make a difference.’
James also revealed that the magazine would feature real-life
experiences and advise its readers on net etiquette. Click It! will also
lead its readers to BeMe.com, IPC’s women’s portal which covers a host
of subjects, ranging from ’careers, con men and cash’ to health advice
and ’no-nonsense news’.
The first issue includes a 24-page jargon-free pullout section, designed
to help novices understand the net with listings of all the sites
featured in the magazine.
Editor Carrie Taylor commented on the launch: ’Women make up 43 per cent
of the internet population yet there are no internet magazines aimed at
women and all the mainstream titles are edited by men. As an internet
novice myself, I find their laddish approach combined with techno jargon