Highbury Expecting Success with New Look Pregnancy Title
Publishing house Highbury Lifestyle has revamped its Pregnancy title to capitalise on the growing market and appeal to a more fashion conscious audience.
The new look will debut in the magazine’s July issue and is the result of research conducted by Highbury showing a 4% rise in the number of births during 2003, a statistic which the company claims it can exploit with a title more focussed on celebrity pregnancies and fashion for expectant mums.
The magazine’s editorial director, Sarah Bravo, explained the title’s target audience, stating: “There’s a whole new market out there of smart, stylish thirty-somethings who want a magazine that makes them feel a million dollars – not fat, frumpy and terrified of what’s to come. Our new-look pregnancy magazine will feel like her friend and offer enough feel-good factor to get her coming back for more. Less labour pains, more shopping!”
Highbury Lifestyle’s managing director Danny Morris added: “This investment in pregnancy demonstrates our on going commitment to consumer publishing. Our dedication to strengthening our brands means that we are consistently looking at ways of enhancing the quality of our products”.
The magazine saw a 3.9% increase in circulation year on year during 2003, climbing to just over 30,000. Highbury will be eager to increase circulation as the title still lags some way behind the market leader, Emap’s Pregnancy & Birth with a current circulation of just under 48,000.
Last month Highbury House, parent company of Highbury Lifestyle, revealed a difficult year during 2003 with pre-tax losses of £25.7 compared to profits of £6.7 million during 2002 (see Highbury House Loss Hits £25.7 Million).
Highbury House Communications: www.hhc.co.uk
Recent Magazine Stories from NewsLine Emap Secures Yates For Sexy Zoo Weekly Campaign Dennis Out Of Shape As Women’s Title Is Dropped Condé Nast Unveils New Launch For Over Fifties
Subscribers can access ten years of media news and analysis in the Archive