Clothes Show Magazine Relaunch

The first re-vamped issue of the Clothes Show Magazine (071-490 1444) went on sale today (NewsLine 16/7). Redwood Publishing’s title, a spin-off from the TV series, was originally launched two years ago with a circula- tion of 130,000. Its relaunch coincides with the new TV series and has a 300,000 print-run with hopes of a settled-down circulation of 200,000, according to publisher Keith Granger. Cover price has been dropped to £1 from £1.20 and editorial is aimed to cover areas not shown on TV but in the same style as the programme.

The first issue has a free gift of a pair of stockings and is 100 pages thick – about 25% of which is ads. Big name advertisements include Almay, Bally, Pronuptia, Dishwash Electric, Clairol & Warehouse. The editorial has a mass-market “TV Times” feel; with comments on High Street outfits from the actors in Carla Lane’s comedy series ‘Bread’ and “behind-the-scenes” views of Royal wedding dresses and celebrity styles. Jeff Banks has a clothes “problem page” and there is a competition sponsored by SEAT/Volkswagen Group. Agency reaction has largely been favourable.

AGENCY COMMENTS:

Diana Rhodes, Head Of Press at Laing Henry Hill Holliday: “An impressive first issue. The new style should be good at picking up the young C1C2 audience.”

Tim Elton, Media Planner/Buyer at MBS: “The magazine has largely improved. It is easier to read and genuinely pitched at, rather than above, its’ readers. There is also some male interest in it (John Barnes article). However, I am not sure that enough people are sufficiently interested in a clothes only magazine to achieve the anticipated circulation despite the obvious improvements. Its’ success will always depend on the TV series.”