IPC targets housewives with Family Circle Click It! net title

Housewives are to be introduced to the joys of the internet by a new magazine from IPC Southbank.

Housewives are to be introduced to the joys of the internet by a

new magazine from IPC Southbank.



Click It!, a brand extension of Family Circle, is targeting 25- to

50-year-old women who are curious to find out why their offspring spend

so much time browsing the web.



The bi-monthly glossy title will cover the familiar women’s magazine mix

of news, health, fashion and beauty, food, travel, gardening, children

and entertainment, but will have an emphasis on home shopping.



The 100-page publication goes on sale 30 March with a pounds 2.50 cover

price and a sales target of 80,000.



Publishing director Sue James said the magazine will be cover-price

led.



The first issue will carry only six pages of advertising, mainly

promoting internet service providers. These have been sold by the Family

Circle team under advertisement manager Claire White.



The content will be in the style of Family Circle. It will show readers

who know how to turn on a computer, the benefits to be had from the

information available online.



James explained: ’For example, a beauty feature will demonstrate how a

user can find a variety of looks on different websites, providing an

online makeover.



’Click It! will be the first newsstand title to cut through the mass of

internet information and get to the sites that make a difference.’



James also revealed that the magazine would feature real-life

experiences and advise its readers on net etiquette. Click It! will also

lead its readers to BeMe.com, IPC’s women’s portal which covers a host

of subjects, ranging from ’careers, con men and cash’ to health advice

and ’no-nonsense news’.



The first issue includes a 24-page jargon-free pullout section, designed

to help novices understand the net with listings of all the sites

featured in the magazine.



Editor Carrie Taylor commented on the launch: ’Women make up 43 per cent

of the internet population yet there are no internet magazines aimed at

women and all the mainstream titles are edited by men. As an internet

novice myself, I find their laddish approach combined with techno jargon

a turn-off.’



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