Emap Elan unveils Red in bid to shake up women’s market

Media agencies are hoping Emap Elan’s magazine, Red, unveiled this week, will shake up the women’s magazine market when it launches in January, although some buyers warn the title may be casting its remit too widely.

Media agencies are hoping Emap Elan’s magazine, Red, unveiled this

week, will shake up the women’s magazine market when it launches in

January, although some buyers warn the title may be casting its remit

too widely.



Red, formerly known as Project Miriam, will target upmarket women over

30 who may or may not have children, a sector Emap believes is not

catered for. The title, which will cost pounds 2.50, has been in

planning for two years and Emap is confident it will reach a settle-down

circulation of around 200,000. Red’s editor, Kathryn Brown, claims it

will be the biggest launch since IPC ’s Marie Claire.



Richard Britton, non-broadcast director at CIA Medianetwork, welcomed

the news that the magazine would launch in only two months. ’There’s

been nothing of major consequence going on in the glossies market since

the early 80s and early 90s. The rumours are that there will be other

titles launching in Red’s wake.’



The press director at TMD Carat, Tim Kerkman, was similarly

positive.



’It’s a cross between Good Housekeeping and World of Interiors.

Editorially it has no direct competition, but it has in terms of

advertising revenue from the monthly women’s magazine sector.’



However, some media buyers feel Red lacks a strong unique selling

proposition.



Steve Goodman, director of press at the Media Business, said: ’When I

saw the presentation I was concerned that Red couldn’t do any job well

enough. It would be a Jack of all trades and a master of none.’



Explaining the magazine’s title, Brown said: ’We’ve called it Red

because the name is positive and bright. We will be in competition with

all the glossy monthlies but it’s for women who have outgrown titles

such as Marie Claire and Elle.’



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