Parkhill Publishing’s women’s glossy Aura to launch this week

Eve Pollard’s new women’s glossy for ’middle-aged babes’ hits the newsstands on Thursday. Pollard’s premise for Aura is: ’Who needs a magazine full of multiple-orgasms when your partner is more unloaded than loaded?’

Eve Pollard’s new women’s glossy for ’middle-aged babes’ hits the

newsstands on Thursday. Pollard’s premise for Aura is: ’Who needs a

magazine full of multiple-orgasms when your partner is more unloaded

than loaded?’



The magazine, created by Parkhill Publishing, is aimed at professional

and upmarket women aged 35 to 50 who have a youthful attitude. The

concept is supported by research conducted by ICM for Aura, which showed

that many middle-aged women have a youthful mindset.



The 164-page magazine retails for pounds 2.50 and has an initial print

run of 235,000 with a sales guarantee of 130,000. There are 42 pages of

ads in the launch issue.



The magazine is Pollard’s vision and has been rushed out in four months

with a skeleton staff to beat Gruner & Jahr’s Project Florence and the

BBC’s Project Urma to the starting line.



Consultant editor Deirdre Vine said the first issue contains an expose

entitled Labour’s Country Houses. There are also pieces by Paula Yates

on finally growing up, Germaine Greer on trying to have a baby and

Cherie Booth on her favourite charity.



The launch is being promoted with a ’high six-figure sum’ featuring

national press ads, posters, taxis and PR.



Analysis, p9.



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