IPC Southbank’s Nova will relaunch on 4 May as a contemporary
fashion magazine covering everything from streetwear to couture.
Supported by a TV and poster push costing at least pounds 2.5 million,
the monthly will launch with a cover price of pounds 2.60 and a 300,000
Sitting between the style press and the mainstream glossies, the title
claims to be more directional and individual than Elle or Vogue.
The magazine will be aimed at fashion-conscious women aged 18 to 35 who
are single, affluent, urban, educated and career-minded. Agencies have
been given a cautious sales guarantee of between 70,000 and 80,000.
The first issue will exceed 200 pages with 30 per cent devoted to
advertising, a comparatively low ratio.
Ad director Clare Dove and ad manager Jacqui Greaves are targeting
advertisers from the whole fashion spectrum, from Diesel and Jigsaw to
Helmut Lang and Prada.
Southbank claimed to have support from advertisers such as Harvey
Nichols that would not normally be active in early summer.
Nova is edited by ex-Scene editor Debbie Bee and the fashion director is
Venetia Scott, who previously worked at Italian Vogue.
The magazine will also feature entertainment, reviews, travel, health,
interiors and sex and relationships.
Publisher Elaine Foran said: ’Nova will feature cutting-edge fashion
with trends from the underground that are ignored by Vogue and Elle.
It’s not for the herd.’
New PHD head of press Laura James said the magazine would open up a new,
attractive market for advertisers. ’There is definitely a more eclectic
approach to fashion that Nova can tap into. Women now mix Diesel, M&S,
Joseph and Gucci in one outfit,’ she said.