Woman Feb 11 cover
New look for Woman in shops May 10
Having sold off several magazines – from Loaded to Cage & Aviary Bird to Aeroplane – last year, IPC is now turning to investing in its other titles. Woman relaunches tomorrow with a strategy ‘to exploit a gap in the market for a more positive and aspirational weekly magazine for women aged 35-plus’.
Amanda Holden (who turned 40 in February) is the cover celebrity of choice: ‘How Simon, Piers and girlfriends are helping her to get through’.
No figure is put on the cost. However, when sister title Woman was relaunched in May 2006, IPC spent £3.2m. When Woman’s Own was relaunched in April 2007, it spent £2m. The year 2007, saw the title repositioned from:
A modern mix of inspiring practicals, surprising real life and riveting celebrity reads combined with in depth advice you can trust.
Woman is a must-have weekly fix of hot celebrity news, juicy TV insider gossip, compelling real life stories and body confident fashion and beauty.
Overall, the latesst new look is cleaner – despite cramming in all those vital cover lines – and classier with the white background. Ultimately though, this is not about the magazine looking better, but arresting the long-term decline in its sales.
IPC may claim it is ‘market leading women’s lifestyle magazine’ but take out that word ‘lifestyle’ and its sales of 291,700 a week pale against Take a Break‘s 833,522. And in its its 1950s heyday it would have sold 2 million copies a week, at a time when rival Woman (they were then owned by separate companies) was selling 3 million. To think that owner Odhams launched Woman’s Realm in 1958 partly to take sales pressure off Woman – its sales were stretching the ability to print it!
Other magazine relaunches
Woman 2011 new look: Amanda Holden on the cover