Analysis: Media Track - Women’s sector strains as Florence and Denise are primed for the newsstands

Women in their ’middle youth’ will soon have two new lifestyle titles, as Gruner & Jahr and Dennis Publishing line up their offerings.

Women in their ’middle youth’ will soon have two new lifestyle

titles, as Gruner & Jahr and Dennis Publishing line up their


G&J’s Codename Florence and Dennis’s Project Denise both target women in

their late 20s and 30s and have an upmarket slant.

The most direct competitors to the new titles will be Emap’s Red and the

National Magazine Company’s She. She was born in 1956 and had a monthly

circulation of 211,000 in the latest ABCs; Red launched in 1998 and

sells around 170,000 a month. The sector is also made up of established

titles like Candis and the upmarket Tatler.

But the market is not strong. Emap’s Frank, which launched in 1997, is

now reduced to publishing bi-annually to prevent further losses.

Circulation figures for both Red and She have been falling: in the

latest ABCs, Red slipped almost 11 per cent and She by almost 13 per


Indeed, the whole women’s sector has been experiencing a downward trend

in recent months. In the same ABCs, all the glossy monthlies except

Marie Claire and B suffered, but the overall drop was only 1.1 per cent

for the younger sector. The overall fall for older women’s titles was

10.8 per cent.

So why are publishers deciding to launch to this group? Agostino Di

Falco, strategic planning director at Starcom, believes the sector is


’The titles out there have dated views of older women. New titles need

to redefine their view of this group as less domesticated and more

experienced in the workplace. I believe this category still has


Susan O’Hare, publisher of Project Denise, believes she has found the

secret to tapping this market. Her new magazine is based around the

burgeoning UK home shopping market, which is currently worth pounds 13

million. ’We are targeting the new generation of net shoppers. Women of

this age group want quality shopping in a magazine format, something

that has never happened before.’

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