Nova and Red go for new look to prepare for spring launches

IPC Southbank's Nova and Emap Elan's Red are to unveil significant redesigns early next year as they prepare to compete with the trio of new women's glossies launching in the spring.

IPC Southbank's Nova and Emap Elan's Red are to unveil significant redesigns early next year as they prepare to compete with the trio of new women's glossies launching in the spring.

Both magazines have new editors who plan to stamp their personalities on the titles ready for the arrival of Conde Nast's Glamour, Time Inc's InStyle and Bauer's newly announced Project Helena.

Nova's editor, Jeremy Langmead, said the magazine's March and April issues would feature a new design from the art director, Gary Cochran, that is 'more beautiful yet more accessible at the same time'. Cochran joined Nova from The Independent on Saturday Magazine last week. The changes seem set to allay advertiser concerns that early issues of the title were too impenetrable.

The new-look Nova will be backed by an above-the-line campaign in early 2001, the magazine's first since its launch in April. IPC Southbank is engaged in a hunt for a creative agency to work on advertising across its portfolio of titles.

Newly appointed Red editor Trish Halpin will also introduce a spring redesign and above-the-line campaign to help defend the title's core thirtysomething readership against Project Helena. The magazine already faces increased competition from BBC Worldwide's Eve.

'Trish has exciting ideas to take the magazine to the next stage,' Emap Elan's women's media director, Dawn Bebe, said. 'She will produce a beautiful lifestyle magazine for the middle youth market.'

Emap Elan is also believed to be preparing a spin-off title, Red Home, to compete in the increasingly crowded home interest market. Bebe denied that there were any advanced plans to launch such a magazine.



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