Emap backs More! magazine redesign in summer TV work

Emap Elan is backing its redesign of More! magazine with a TV campaign as it seeks to re-invigorate the young women's magazine market.

The ten- and 20-second ads, through Quiet Storm, break next week behind the title's revamped 7 August issue and will run for the next two months across ITV, Channel 4, Channel 5 and satellite stations. The content-driven format will focus on new editorial features such as a 20-page celebrity section and the redesign overseen by Emap's youth group art director, Matt Phare.

More! is the UK's second-largest young women's title behind Attic Futura's Sugar. More!'s decline of 5 per cent saw it out-perform the rest of the sector but still drop through the 300,000 mark to 290,059.

"We quite often support More! with TV around this time of year because summer is a good season for us, Emap's group marketing manager for youth and entertainment, Liz Martin, said.

The ads were written by Becky Clarke, art directed by Trevor Robinson and directed by Steve Sander. Media planning and buying is by OMD Gemini.

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