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.’
