Time plans UK InStyle launch

The women’s market is to become even more crowded in the autumn with the UK launch of Time Incorporated’s hugely successful US celebrity fashion and beauty magazine InStyle.

The women’s market is to become even more crowded in the autumn

with the UK launch of Time Incorporated’s hugely successful US celebrity

fashion and beauty magazine InStyle.



The magazine, which combines Hello!-style celebrity coverage with

fashion and beauty, has been published in the US for five years and

sells 1.3 million copies a month.



An Australian edition was launched in March and a German edition, which

is published jointly with Burda, in March last year.



She advertisement director Kathy Moulton has been poached to fill the

role of ad chief on the UK edition and joins at the end of June. She is

recruiting a sales team of four. An editor is also being sought. Moulton

landed the job against massive competition from other consumer

advertisement directors.



The operation will be based in Wallpaper’s office and the publisher will

be Time’s London-based brand development director Katie Egan, daughter

of former Jaguar chief Sir John Egan.



Time has had plans to launch InStyle in the UK for the past year and has

been in discussions with all the major publishers about a possible joint

venture. However, it has decided to go ahead on its own.



Some of the advertising and editorial content will be provided from New

York.



In the US, InStyle is a serious competitor in the fashion and beauty

advertising market and has taken a significant share from magazines such

as Vogue, Elle and Glamour.



The April edition, on sale in the UK, has 568 pages with a 55 per cent

ad ratio. A 12-page hair feature shows Winona Ryder, Meg Ryan, Rene

Russo, Heather Graham and Naomi Campbell modelling assorted hairstyles.

Campbell’s is described as a ’sexy shag’.



The initial distribution is expected to be about 200,000. The imported

US edition sells here for pounds 3 but the UK version will be thinner

with a lower cover price.



The magazine has an e-commerce site and has produced television specials

with US network ABC.



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