Emap Elan is pumping more than pounds 1 million into the launch of a
glossy women’s title, codenamed Project Beryl.
The new magazine will be the first women’s title to launch in eight
years and aims to inject some excitement into the market.
Project Beryl targets young women aged 18-28 and will go head to head
with rivals such as 19, Clothes Show Magazine and Company.
It will launch in the autumn backed by a television campaign through
Rainey Kelly Campbell Roalfe and Universal McCann. An additional pounds
1.2 million will be spent on support throughout the rest of the year.
Emap Elan hopes the magazine will plug a perceived gap in its portfolio
between More! and Elle. It will cost pounds 1.85 and combine the
traditional elements of women’s magazines, such as fashion, beauty,
relationships and sex, but attempt to address them in a fresh way.
‘We’re taking a different tone and approach. There will be humour and a
sense of fun and we will be talking to our readers in their own
language,’ Sue Hawken, the managing director of Emap Elan, claimed.
Project Beryl’s first cover date will be October and it will have an
initial print run of 320,000. It is aiming for a settledown circulation
figure of 200,000.
Emap is now starting to sell the magazine to agencies and expects a
large chunk of advertising revenue to come from toiletries and cosmetics
Emap Elan has spent more than pounds 100,000 researching Project Beryl.
Its title is being kept secret until launch.
The last women’s titles to launch were IPC Magazines’ Marie Claire and
Emap’s More! in 1988.