NEWS: Now launches as competitor to Here!

IPC Magazines is launching its glossy women’s weekly, Now, on the back of a high-profile pounds 3 million TV campaign produced by Talkback Productions.

IPC Magazines is launching its glossy women’s weekly, Now, on the back

of a high-profile pounds 3 million TV campaign produced by Talkback

Productions.



The long-awaited Now debuts on 18 October and aims to take on Gruner and

Jahr’s Here! in a head-on battle to dominate the emerging celebrity-

driven women’s weekly sector.



Now is positioning itself as a classic women’s magazine with a celebrity

focus, which has an intelligent and glossy upmarket feel. The paper

quality is higher than usual for a weekly and the layouts are clean and

uncluttered.



The launch front cover will feature Mel Gibson, whom IPC has identified

as a typical ‘enduring’ celebrity of the kind the magazine intends to

feature.



Now initially goes on sale at 30p, rising to 60p at some point next

year. It is aimed at BC1 C2 women aged 20 to 44. The initial print run

will be 1.3 million and IPC is aiming for a settle-down circulation

figure of 370,000.



The launch issue contains five pages of advertising in a 60-page package

and IPC has pre-sold all advertising space in the first five issues to

three agencies: Zenith Media, Initiative Media and CIA Medianetwork.



According to the publisher, Jackie Newcombe, Now researched well both

qualitatively and quantitatively. ‘People liked the way we’d approached

celebrities and the fact that it appeared to be a classy production.’



She added: ‘Our price-cutting strategy earlier this year was about

establishing that we were the market leader. We knew Gruner and Jahr was

launching something and we wanted to pave the way for our own magazine.’



The TV campaign breaks this Thursday and will run for four weeks. The

creative, which features spoof action- adventure film scenarios, has

been devised in-house and is being directed by Chris Bould at Talkback

Productions, who co-directed the current Miller Time campaign for Rainey

Kelly Campbell Roalfe. Media buying for the Now campaign is through

Zenith Media.



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