IPC Magazines is to relaunch its women’s monthly title, Options, in
an attempt to reverse the magazine’s falling circulation.
Options, which suffered a drop in circulation of just over 13 per cent
in its last ABC (for July to December 1997), is hoping to increase its
accessibility and appeal to a core audience of 25- to 35-year-olds.
The redesigned magazine will appear on newsstands on 5 June featuring a
split front cover listing the contents.
Lesley Johnston, Options’ editor, who joined the magazine in March,
said: ’The basis of the new-look title is buy it, try it. The old
Options reader was slightly more serious and inward-looking. The new
reader is far more of a consumer, but doesn’t take life as seriously.’
The tagline on the new issue is: ’For self-indulgent big spenders.’
The magazine has an advertising budget of pounds 500,000, the bulk of
which will be spent below the line with cover promotions and
point-of-sale activity. The changes will also be advertised in sister
magazines across the IPC group.
Heather Love, publishing director of Options, said she hoped the
magazine would increase its appeal among retail advertisers with its
emphasis on shopping.
Options’ circulation stands at 135,529, lagging behind its closest
rival, New Woman, which sells an average of 250,240 copies a month.
Options has not recorded a circulation rise since the first six months
At the end of each feature the magazine will give readers practical
information from various perspectives, underlining the ’options’