She Goes Back To The Thirties

Natmags’ She magazine is to be relaunched in February, refocusing on the 30+ age group and dealing with more emotional issues such as relationships, family and friends. The revamp has been put together by Eve Cameron, who took on the role of editor at the magazine after exchanging her position as editor of health and fitness title Zest with Alison Pylkkanen (see Appointments Brief).

Despite intense competition at the 20-something end of the market, She had recently appeared to move away from its original middle youth audience towards a younger approach. In this year’s January to June ABC audit, its year on year sales figures fell 8.7% and period on period circulation was down 14.3%.

The move back towards an older age group will by no means remove the title from a competitive market, however. Last year Aura found to its cost how hard it is to achieve success here (see Publishing Of Aura And Wedding Day Suspended As Parkhill Looks To Liquidation), while this year has seen the demise of market stalwart Woman’s Journal (see IPC Closes Six Magazines). BBC Worldwide has managed to make a credible mark with its first glossy, Eve, although its 131,369 first audit figure this summer puts it at the bottom of a league led by Good Housekeeping, Candis and Prima.

National Magazine Company: 0207 439 5000 www.natmags.co.uk

Subscribers can access ten years of media news and analysis in the Archive