Hachette Relaunches B For Discerning Twenty-Somethings
Hachette Filipacchi has relaunched its monthly women’s title B for discerning twenty-somethings, as it attempts to strengthen its position in the increasing crowded market.
The new-look magazine will hit news-stands on 27 May after months of work by newly appointed publishing director Rita Lewis and editor Frances Sheen. The revamp comprises a new logo, as well as new designs for the cover and magazine as a whole.
The refreshed format aims to position the magazine as a major player in the women’s market by featuring a blend of high-street and designer fashion pieces, shopping features, celebrity gossip and real-life stories.
The revamped title will be priced at £1.90, in-line with competitive women’s glossies in the market. It will be supported by point of sale promotions in independent retailers and WH Smith stores across the country.
Commenting on the re-launch, publishing director Rita Lewis, said: “We are confident that this re-launch will reconnect B with its core audience of sophisticated and discerning young women. The most successful magazines capture the spirit of their readers through the expertise of a great editor. Fran has demonstrated from the off a clear understanding of how to connect with this new generation of young women.”
The latest ABC results for the six months to December 2003 show that B magazine saw circulation decline by 14.1% year on year to 165,708. The title has been in gradual decline for sometime and the revamp could be designed to snatch readers from the recently closed J-17 and 19 magazines.
Earlier this year Hachette strengthened its senior marketing team with the appointment of Liz Settle to the newly created role of head of strategic marketing. The appointment will see the publisher concentrate more on gathering information on consumer trends and moving to intercept them with new and existing titles (see Hachette Boosts Marketing Team With Senior Appointment).
Hachette Filipacchi: www.hachette-filipacchi.com
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