IPC launches Made Up! glossy

IPC SouthBank has revealed the first fruits of its new product development team with the launch of Made Up!, a glossy women’s magazine about makeovers.

IPC SouthBank has revealed the first fruits of its new product

development team with the launch of Made Up!, a glossy women’s magazine

about makeovers.



Made Up! - which goes on sale at pounds 1.60 on 23 October and is aimed

at 16- to 24-year-olds - is testing the waters for a monthly or

bi-monthly magazine which would launch at the beginning of next year. It

will beef up IPC’s presence in the highly competitive young women’s

market - its existing magazines, Mizz and 19, were revamped in

August.



IPC SouthBank’s publishing director, Heather Love, explained: ’It’s a

niche magazine. The BBC’s Clothes Show magazine, Looks and others are

broad-based titles with a bias towards beauty. This is taking a staple

of women’s magazines and making that the focus.’



Love added that the new product development group, set up in July, was

working on ’well over ten projects’ which could come to fruition in the

next year. She added: ’We are looking at the market laterally, carving

it up in different ways and challenging ourselves.’



The group’s new product development editor, Maureen Rice, said of Made

Up!: ’Instead of being part of the mix, makeovers are the editorial

mix.



However, the normal rules of pacing and mood still apply, as they do in

any magazine, so we’ve mixed emotional makeovers with classic-look

makeovers and lifestyle makeovers.’



The magazine will be advertised in other IPC titles.



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