In The Know is expected to compete with Emap's First in the already crowded women's weekly sector by meshing news and investigative features with lighter content such as shoe-shopping.
The launch campaign, from Mustoes, will include three TV spots and some outdoor. The campaign will feature the suburban housewife Jane. The character is intended to symbolise an informed, modern woman who would rather read about current affairs than celebrities.
Jane feeds Jeffrey Archer his political views, has coffee with an African dignitary and is stalked by Vanessa Feltz in the TV ads.
H Bauer's existing women's weekly Take A Break is the clear leader in the women's weekly sector, with an average weekly circulation of more than one million copies.
However, according to the latest Audit Bureau of Circulations figures, the women's weekly magazine sector as a whole suffered a sales slump during the first six months of the year.
Recent launches over the past few months, such as IPC's Pick Me Up, Burda's Full House, ACP-NatMag's Reveal and Real People and News International's Love It! are cannibalising sales of other titles in this sector. Real-life, non-celebrity gossip titles are suffering.
- ABCs, page 30.