Bliss Gets A Facelift To Compete In Tricky Teen Market
Emap is revamping its flagship teen magazine Bliss next month in an attempt to offer readers more grown-up content.
The new-look title will be supported by an updated website at blissmag.co.uk and promises to give readers a more stylish package containing more tightly focussed content that is both supportive and relevant to its young readers.
Emap claims the reinvention of Bliss will introduce more glamour to the title’s existing fashion and beauty pages, as well as concentrating on more ‘grown up’ content for aspirational teens. The number of pages dedicated to celebrity gossip, real-life stories and boys has also been increased.
Bliss will also benefit from two new sections. The first is entitled ‘L.A.D.S.’, standing for Love, Advice, Dating and Secrets will be edited by teenage boys, offering a fresh perspective on typical teen-girl topics. The second new addition, dubbed ‘Shocker!’, consists of 10 pages of problem pages, pictures and real life stories.
Commenting on the magazine’s facelift, editor Helen Johnston, said: “By introducing new sections, a new design and a new and improved tone we hope to maximise our appeal to as many teenage girls as possible. Bliss will be everything a girl wants and needs from her mag and website each month.”
Nicki Brown, publishing director of Bliss, added: “Following the recent closure of J17, Emap Élan’s focus is on the new Bliss, which has been backed this year by significant investment. To compete effectively and win in this market you have to be at the top of your game and the new Bliss plan is evidence of that.”
Bliss has seen its circulation decline in recent years, along with rivals, dropping by 7.1% year on year in the six months to December 2003. The title now commands a circulation of just under 242,000, but faces increasing competition amongst new titles in the notoriously fickle teen sector.
Elsewhere in the youth market, Emap’s recently launched Sneak magazine has performed well and continues to go from strength to strength in the sector, adding 20.4% to its circulation in year on year analysis in the six months to December 2003.
Emap recently closed its veteran teen title, J-17, after almost twenty years. The magazine saw circulation decline by 6% year on year to 134,650 in the latest ABC results, leading the publisher to fold the title to concentrate its efforts on other titles (see Emap Confirms J-17 To Close And Face Suspended).
The launch of the new-look Bliss will be supported by a three month promotional campaign, comprising both public and trade press advertising. The title’s changes will be unveiled from the September issue which goes on sale on July 29th.
Emap: 01733 568 900 www.emap.com
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