- H. Bauer has upped the stakes still further in next spring's battle of the women's glossies with the announcement that it is to launch a title into the market.
The arrival of "Project Helena", as the monthly is currently known, will coincide with two major launches already scheduled for early 2001: Condé Nast's Glamour and Time Inc.'s In Style. However, the Bauer launch will be targeted at a more mature 25-40 year old consumer set. As such it seems likely to compete with the National Magazine Company's Red and BBC Worldwide's recently launched Eve.
"This magazine will be the conversation women have been waiting for," said Simon Young, the managing director of Bauer's sales house the Publishing Consultancy. "Its wide editorial horizons will throw into the mix all aspects of a woman's life, but it won't be anybody's pretentious, idealised version of what they think a woman's life should be like."
Bauer publishing director Louise Newton further described the new magazine's target audience; "They are home owners and most likely Daily Mail readers," she said. "They want a women's glossy magazine that reflects their verve for life, captures the zeitgeist, recognises their concerns and talks to them in their own language."