What’s Online to target women with relaunch

Paragon is relaunching What’s Online to broaden its appeal to women and ’grey’ web surfers and is slashing its cover price from pounds 3.95 to pounds 2.99.

Paragon is relaunching What’s Online to broaden its appeal to women

and ’grey’ web surfers and is slashing its cover price from pounds 3.95

to pounds 2.99.



The laddish approach is to be ditched and a lifestyle and shopping focus

will aim to win advertising from the proliferation of e-commerce

websites.



Current advertising is predominantly for ISPs, computer games and porn

lines.



The magazine is also looking to extend its brand into new areas. ’We

will be more active in the market and will be going after completely

different advertising,’ promised group ad manager Peter Cleall. ’There

will be quite a few spin-offs.’



The print run of the magazine, whose latest ABC is 12,028, is to be

substantially increased to 31,000 for the 25 November launch issue. It

will include celebrity interviews and features on how the internet can

help with Christmas shopping, cooking the festive feast and planning

millennial celebrations.



The 116-page first issue will be slimmer than recent issues, which have

run at 132 pages.



The lads’ niche has not been successful and sales have been stagnant for

some time.



New editor Karl Foster said: ’We aim to be a family friendly read across

both sexes. The web demos show a 50/50 male/female split with lots of

users in the 50-plus age bracket. The net isn’t just for adolescent porn

surfers; people are using it for legitimate purposes, increasingly

shopping.’



New advertising sales staff who can sell across both print and online

are being sought for What’s Online and other Paragon titles. Paragon

recently acquired a number of IDG Media titles including PlayStation

Pro, N64 Pro, Planet PlayStation, PC Home and PC Basics.



What’s Online’s change in direction is a result of a re-appraisal

following the management buy-in led by Mark Simpson - backed by Venture

Capital company, 3i - in May this year.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).