Gruner and Jahr has ended weeks of speculation by unveiling Here!, a
weekly celebrity gossip magazine that aims to shake up rivals with its
short lead times and strong news bias.
The glossy 68-page weekly, Gruner and Jahr’s first launch since 1987,
will have a cover price of 70p from its launch date, which has been
confirmed as 3 June. Gruner and Jahr claims that its five-day lead time,
half that of its rivals, Hello! and OK! Weekly, will allow it to be more
responsive in terms of both news and advertising.
The magazine’s strong news content is reflected in the senior editorial
team, who come from a tabloid newspaper background. Here! will be edited
by Jane Ennis, a former editor of Best, who has worked as a features
editor on the Sunday Mirror and as an assistant editor at Today.
Victoria Scott, the advertising director at Gruner and Jahr, said: ‘It’s
Hello! without the rose-tinted spectacles. We are looking at what is
going on in their lives not what is happening in their house and
wardrobe. It leans much more towards the news angle.’
While around 45 per cent of women who currently buy weeklies do so on
the first day of publication, Scott hopes Here! will take this figure to
55 per cent because of its news-led content.
Gruner and Jahr is initially guaranteeing advertisers a circulation of
400,000, on the back of a print run of 1.5 million for Here!, which
media buyers see as realistic. Hello! currently sells around 494,000 and
OK! is estimated to be selling at the 200,000 mark.
The launch is backed by a pounds 1.8 million TV and promotional
campaign, with creative and media handled by Arc.
Tightly targeted at 20- to 34-year-old B1C2 women, the launch issue of
Here! has received backing from media agencies, which are tipping it as
a strong rival to Hello!.
Caroline Simpson, the head of press at Zenith Media, said: ‘I’m
impressed. We have put Rover, Safeway and Kraft Jacobs Suchard in Here!.
I would not have put top clients in if I wasn’t impressed.’