Gruner & Jahr is launching into the thirtysomething women’s
magazine market next spring with a glossy monthly title code-named
Project Florence.
The German publisher will pit its weight against existing titles in the
market such as Emap Elan’s Red, which launched in January 1998, and the
National Magazine Company’s She.
G&J is holding a pitch for the creative account and is seeing six
agencies this week. Joanne O’Hara, group advertising director of G&J,
refused to comment on who was pitching, but said that the winning agency
would work on a multi-million pound launch campaign that would include
national TV.
It has not been decided whether G&J’s media agency, which is Arcom’s
media division, will work on the launch or whether a media pitch will
take place.
Helena Jaworski-Lang, the former deputy editor of Options, is to edit
the magazine.
Holger Wiemann, managing director of G&J, said: ’We have pinpointed a
sector of women ’disenfranchised’ by the current products available to
them. Florence will be looking to attract new magazine readers as well
as those who feel that their needs have been neglected.’
