Natmags Announces New Brands-Oriented Structure
Natmags is to follow the route taken by rival magazine publishers (see Feature: Publishers Move Towards “Media-Neutral” Brands) and group its titles according to their audience or advertising market. The new structure, due to take effect from 1 October, will also see responsibilities for publishing and advertising sales divided into separate functions.
“We need to make sure that our titles are developed and managed like true brands and at the same time ensure that we have the most senior presence possible in the increasingly competitive advertising market,” said Duncan Edwards, Natmags’ deputy managing director.
Each of the five new groups will have a publishing director and a commercial director, who will form a team to take collective responsibility for commercial management of the business.
The five groups are: The Affluent Group, headed by executive group publishing director (board), Liz Kershaw. This group will contain Harpers & Queen, Country Living, Country Living Events and Esquire and Focus.
Cosmopolitan, Cosmo Hair, Cosmo Real Life Stories and Cosmo Shows will form the Cosmopolitan Group, while Good Housekeeping, Having A Baby, Buy The Best and GHI will be in the Good Housekeeping Group.
The Young Women’s Group will comprise Company, She and Zest, and the Women’s Home and Lifestyle will contain Prima, Best, Best Specials, Prima Baby, House Beautiful and Your Home. The latter group will have two publishing directors because of its size.
The changes are partly due to the assimilation of the Gruner & Jahr (G&J) titles acquired by Natmags earlier in the year (see NatMags Grabs Gruner and Jahr). The titles taken on included Best which will be the first weekly magazine to enter the Natmags stable. All former G&J titles, with the exception of science and technology title Focus, have been grouped in Women’s Home and Lifestyle.
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