BBC Magazines plots women’s glossy

BBC Magazines is embarking on its biggest launch. It is a new monthly glossy magazine for women, codenamed Project Irma, which will aim to carve out a new niche in the women’s magazine market.

BBC Magazines is embarking on its biggest launch. It is a new

monthly glossy magazine for women, codenamed Project Irma, which will

aim to carve out a new niche in the women’s magazine market.



Justine Southall, who will be the publisher of the new title, is talking

to agencies about a creative pitch for the magazine, which will be

supported by a heavyweight advertising campaign around the time of its

launch. New PHD, BBC Worldwide’s media agency, will handle the media

account. Southall was previously the advertisement director of IPC’s

fashion and beauty group.



The magazine will launch in the autumn and will be edited by Gill

Hudson, who has been working on the project since last June. She joined

BBC Magazines from Dennis Publishing, where she had been editorial

director of Maxim.



Project Irma will be a life-style magazine for ABC1 women. Southall

would not be drawn on the detail of the new title, but said: ’This

magazine isn’t about age. It’s a very different editorial proposition

which is unlike anything that’s out there, but it will take on the

women’s magazine market.’



She added: ’It will be the biggest launch BBC Magazines has undertaken,

with a significant investment in marketing and advertising.’



Southall also said that Project Irma would have a ’substantial’

circulation target of more than 100,000, but she refused to be drawn on

exact numbers.



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