Woman's Own given brand new look

IPC's 70-year-old women's weekly, Woman's Own, has undergone a design overhaul less than three months after the arrival of the former Woman's Journal editor, Elsa McAlonan.

The cover of the veteran title has been redesigned, with upgraded paper stock and a new red and white logo. Inside are additional editorial features including "Figure Fixer", which gives fashion tips for all physiques, a consumer section, "POW", and a write-in dream analysis page.

McAlonan, whose Woman's Journal was one of six titles culled by IPC in November, was parachuted into the editor's chair at Woman's Own after the sudden resignation of Terri Tavner in January. Within weeks she had demanded a redesign to reposition the ageing title for the Bridget Jones generation.

With a circulation of 518,495, Woman's Own is the UK's fourth-best selling "traditional

women's weekly, although its sales also lag behind the celebrity titles Hello! and Now. Circulation has slipped over recent years, and it has had a 6.4 per cent year-on-year drop in the July-to-December ABC figures.

McAlonan has a record of radically redesigning her titles. Her Woman's Journal revamp helped boost the title in the short term but failed to provide sustainable circulation growth.

The Woman's Own changes will be backed by a £3 million ad campaign, through Roose, continuing promoting the magazine alongside its sister title, Woman.

The endline "Woman and Woman's Own - for all the lives you lead

is to reflect the hectic schedule of modern women's lives.

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