Eve Pollard’s new women’s glossy for ’middle-aged babes’ hits the
newsstands on Thursday. Pollard’s premise for Aura is: ’Who needs a
magazine full of multiple-orgasms when your partner is more unloaded
The magazine, created by Parkhill Publishing, is aimed at professional
and upmarket women aged 35 to 50 who have a youthful attitude. The
concept is supported by research conducted by ICM for Aura, which showed
that many middle-aged women have a youthful mindset.
The 164-page magazine retails for pounds 2.50 and has an initial print
run of 235,000 with a sales guarantee of 130,000. There are 42 pages of
ads in the launch issue.
The magazine is Pollard’s vision and has been rushed out in four months
with a skeleton staff to beat Gruner & Jahr’s Project Florence and the
BBC’s Project Urma to the starting line.
Consultant editor Deirdre Vine said the first issue contains an expose
entitled Labour’s Country Houses. There are also pieces by Paula Yates
on finally growing up, Germaine Greer on trying to have a baby and
Cherie Booth on her favourite charity.
The launch is being promoted with a ’high six-figure sum’ featuring
national press ads, posters, taxis and PR.