IPC Connect will aim to reinvigorate the mature women's weekly
sector with the launch next week of a premium title aimed at daughters
of the swinging 60s.
Your Life arrives on news-stands on Tuesday 24 April, the same week IPC
folds the nose-diving older women's title - Woman's Realm - into Woman's
Weekly. IPC Connect's managing director, Linda Lancaster-Gaye, said this
'consolidation in the classic market' was part of a strategy enabling
Your Life to be first to launch in 'the emerging market of the
IPC claims that Your Life, which has an initial print run of 700,000 and
an initial cover price of pounds 1.20, will deliver ABC1 women a
generation older than Now's current readership of 24- to
'Over five million women in the UK today are ABC1 and aged between 35
and 60,' IPC Connect's publishing director, Sandy Gale, said. 'In four
years' time, eight out of ten women will be over 35. They have a total
personal income of pounds 99 billion per annum and 40 per cent of them
are chief income earners - we are talking about consumers with immense
Woman's Realm's editor, Mary Frances, has been handed the task of
launching Your Life. Frances held the Woman's Realm post since 1998, and
presided over a 15.2 per cent decline in the magazine's circulation in
the February ABCs.
Despite the demographic link to Now, Your Life will not be turning to
concentrated celebrity coverage to deliver its 200,000 target
Instead the magazine will offer a combination of current affairs
coverage and highbrow lifestyle features.
The magazine opens with a 12-page current affairs section titled 'This
Week'. It will include a celebrity interview, behind-the-scenes
features, and a news spread capitalising on the pages' late print
This will be followed by a 20-page 'Indulgence' section, featuring
gardens and homes, travel and fashion coverage.
A central, eight-page section, dubbed 'Body and Soul', includes
complementary therapies and short lifestyle pieces, and the mix is
rounded out by 20 pages of traditional longer features under the banner
The magazine also includes a competition section, 'Life Support',
offering the chance to retrain for a different career.
'We're tearing up the rule book because we know the audience and we know
they're bored,' Frances said. 'Our reader wants something different,
something that treats her as an intelligent human being. And she wants
something that surprises her; that's as exciting as her life is
Next week's launch will be backed by a pounds 2 million marketing
campaign developed by IPC's in-house agency, Creative Solutions. Press
and radio executions will be built around the magazine's strapline 'Your
Life - Live It Up' and will feature former 60s supermodel Twiggy.