Emap Elan plans to target older women with Miriam glossy

Emap Elan has confirmed it is launching a glossy magazine for older women, codenamed Project Miriam, in early 1998.

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.



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