Emap Elan takes on Hooper Galton for New Woman ads

LONDON - Emap Elan has appointed the creative agency Hooper Galton as part of plans to back its New Woman title with a multi-million-pound investment in advertising and editorial throughout 2003.

The appointment of Hooper Galton, ahead of a television ad campaign that will promote the April edition of New Woman, is a sign that Emap is keen to reassert itself in the women's monthly sector. The agency previously created work for Emap title Yours.

The media planning and buying activity will be handled by OMD UK.

Last year, the key women's titles Elle and Red switched from Emap to Hachette Filipacchi following the dissolution of a joint venture between the two publishing houses. Some press buyers argued this left Emap with a weak women's portfolio compared with its rivals.

New Woman's editorial will be redeveloped by its editor, Sarah Cremer, and promotional activity will be put in place. The magazine's circulation is expected to be down slightly from its last ABC figure of 303,400 in this week's ABC statements for July to December.

Dawn Bebe, the managing director of Emap Elan, said: "New Woman is a highly successful, innovative magazine whose history and reputation ensure that it remains a favourite with young women and attractive to major advertisers. We are now investing in New Woman throughout 2003 in order to build on this success and increase its presence in the market."

Emap Elan has also invested in a website version of its young women's title More!

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