NatMags picks Rise to develop strategy for Zest health title

The National Magazine Company has appointed Rise Communications to develop a communications strategy for its women's title Zest.

Rise's appointment comes after its work on The National Magazine Company's Cosmopolitan. Its task is to devise a strategy to promote a new look for Zest, a monthly women's health and beauty magazine.

Despite its falling circulation - Zest's sales fell 9 per cent to 105,058 during 2003 - it is hoping to capitalise on the rising interest in health and well-being among women. Part of Rise's job is to consider ways this may be achieved.

John Wigram, a partner at Rise, said: "This is all about helping an energetic team take advantage of new opportunities. Zest is a leading brand in its sector and is well poised to talk to women about diet, exercise and well being in a positive, motivating way."

Rise was hired by Justine Southall, the group publishing director of NatMags' young women's group. The average Zest reader is 33 years old but the agency partners, Wigram, Simon Mathews and Andrew Goulborn, will segment customers and then identify ways of communicating with them.


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