Dennis Publishing has confirmed plans for a women’s glossy, which
aims to tap in to the growing home shopping market, estimated to be
worth pounds 13 billion by 2002.
The magazine, code-named Project Denise, is aimed at busy women with a
core 30 plus ABC1 demographic. Everything that appears in the magazine,
including editorial spreads, can be bought via the internet or
telephone.
Dennis will not earn a commission from the home shopping but will sell
advertising, targeting both home shopping operations and brand
advertisers.
Group ad director Annette Burns is looking for an ad manager for the
title who will work with promotions director Pandora Beresford and the
client services manager Tracey Davies.
The website will complement the magazine but will be more functional,
providing greater detail on the products. Advertisers that go into the
first two issues will also get free exposure on the website. From the
third issue, they will be offered a package of print and online.
Project Denise launches on 24 February as a 290-page perfect-bound title
with a print run of 200,000 and a cover price of pounds 2. It will be
published bi-monthly but plans to go monthly within a year.
