The as-yet-unnamed title is at dummy stage, along with two others that are not aimed at women. Only one of the three will make it on to the newsstands.
If launched, the women's title would take on Hachette Filipacchi's Red, which scored a rise in circulation of 3.6 per cent to reach 196,719 in the June - December ABCs. It would also rival BBC Magazines' Eve, which registered a 17.6 per cent circulation increase during the past year, taking it to 142,383.
The sub-sector is buoyant because this age group is expanding. Women in their thirties are attractive to advertisers because their incomes are higher than those of women in their twenties. They have more disposable income, having delayed having children.
"We haven't made a decision yet," Nicholas Coleridge, the managing director of Conde Nast, said. "It's a crowded market and we'd want to be sure that we could bring something out that was vibrant and exciting."
- ABC Report, p25.