New Premier title to reach 2.5m

Premier Media Partners is launching a free women’s magazine with a 2.5 million distribution which it claims will be the biggest in the women’s market.

Premier Media Partners is launching a free women’s magazine with a

2.5 million distribution which it claims will be the biggest in the

women’s market.



The 36-page lifestyle magazine, called It’s For You, will be dominated

by advertising, carrying 24 pages of ads and advertorials.



The publication will offer a response mechanism that will provide

customer information for advertisers, which can be exploited in future

promotions.



Premier is producing the magazine for Consodata, the consumer

relationship marketer, which will manage the captured reader data.



Consodata was responsible for putting together the Jigsaw consortium of

Uni-lever, Kimberley Clark and Cadbury Schweppes, which publishes Voila,

a customer magazine produced by Citrus Publishing.



Premier won the rights to publish It’s For You after five-way pitch of

contract publishers. It will launch the title in October.



Initially, Premier will publish the magazine bi-annually but the

frequency may be increased to four issues a year.



The target audience is 20- to 50-year-old C1, C2 and D housewives with

children.



Premier said that, out of existing titles, the magazine will most

closely resemble IPC’s Woman and content will comprise the typical

women’s weekly fare of health, beauty, fashion and real-life

features.



The editor of It’s For You is Maureen Rice, formerly of Options and 19,

and the publisher is Premier Symmetry managing director Jackie Newcombe,

who previously worked on IPC’s women’s weeklies.



Advertising will be sold by group advertisement director Jacquie

Duckworth, who also worked at IPC with Newcombe.



Duckworth will be assisted by group ad manager Ben Williamson, sales

executive Maria Hannon and Caroline Vernhettes, who joins Premier on 17

April as group advertorials and sponsorship manager for It’s For You and

London magazine. Vernhettes was recruited from IPC Solutions.



Sales efforts are being focused on fmcg advertisers. It’s For You will

carry a lifestyle and purchasing habits questionnaire and each question

is available for sponsorship.



Duckworth said: ’The quality of the editorial will stand proud. Through

the information received from the questionnaire, advertisers will be

able to offer incentives and bespoke offers to readers in future

editions.



’For example, somebody who likes chocolate will be able to get a

discount coupon for a chocolate brand.’



The dummy issue flags up articles on achieving ’glamorous hair in ten

minutes’, as well as telling readers how to lose seven pounds in seven

days and offering ’quick and easy recipes’.



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