Between the Lines: Gloves off in glossy market

It looks set to be an exciting year for consumer magazines. IPC is planning its biggest-ever launch, backing the women's weekly Look with an £18 million budget over two years (page 1).

Rival publishers including Emap, Hachette Filipacchi, News Magazines and Northern & Shell are also reported to be following suit with big launches in the women's market.

Observers are predicting a frenzy of launch activity, but say publishers will be more ruthless than ever as they axe underperforming titles to focus budgets on successful mags and new developments.

Media agencies suspect there is room for more titles in the weekly market, but believe this may be a bad year for monthly glossies. Of immediate interest will be Emap's reaction to IPC's attempts to muscle in on Grazia's domination of the "weekly glossy" market. The gloves will be coming off in the next few months.

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