Emap Elan has confirmed it is launching a glossy magazine for older
women, codenamed Project Miriam, in early 1998.
Emap Elan, which publishes Elle and New Woman, believes there is a gap
in the market for an upmarket glossy for women aged 30 and over. BBC
Magazines is launching a title at the end of the year (Campaign, 6
June), which sources suggest is aimed at older women with families.
Kath Brown, the Emap Elan special projects editor in charge of the
launch, said: ’There is a need for a more glamorous, glossier title for
women aged over 30. We are recruiting quite aggressively, but quite a
lot of decisions are still to be made.’
The sector is struggling in terms of circulation. The National Magazine
Company’s She experienced a year-on-year decline of 12 per cent in its
ABC for July-December 1996, while IPC’s Woman’s Journal recorded a 14.3
per cent drop in circulation year on year.