Project Florence, the new magazine for thirtysomething women, is
likely to be killed off following G&J’s acquisition by the National
Florence has a team of four sales people. Group ad director Joanne
O’Hara, who is responsible for the whole G&J portfolio, has also devoted
much of her time to Florence.
Officially, the project is on hold pending a review by NatMags’
Late last week it was confirmed the October launch had been
Many in the industry believe Florence cannot fit into a portfolio
already containing She and Good Housekeeping, which serve the
The next window for a launch would be spring 2001, which would mean
Florence would compete with the debuts of Time Inc’s InStyle and Conde
By then, BBC Worldwide’s Eve - which launches on 3 August and will
target the same audience as Florence - is likely to be established in
the market, making it a more formidable competitor.
CDP group planning director Pip Hainsworth said: ’I don’t think Florence
will go ahead. NatMags doesn’t launch hastily and it will want to wait
and assess the market after all the rival launches.’
The industry is also waiting to see how NatMags assimilates the rest of
G&J’s portfolio. Managing director Terry Mansfield has pledged that none
of the titles will be closed and he has given the go-ahead for Prima’s
re-vamp in the autumn.
A NatMags insider said she expected Prima to be sold with Good
Housekeeping, providing advertisers with ’both the Daily Express and the
Daily Mail of the women’s magazine market’.
Mansfield said advertisers unique to NatMags or G&J would be introduced
to each other’s portfolio. He is also keen to exploit opportunities for
brand extensions of G&J titles. However, they will not provide content
for new portal uk.women.com.
NatMags has taken over the lease on G&J’s Docklands office and Mansfield
indicated there will be relocation of staff. A G&J insider predicted
sales teams might be combined in NatMags’ Soho office, while editorial
staff move to Docklands.
It is likely that the uk.women.com team will also be based in Docklands.