Soaplife Increases Frequency To Fortnightly
IPC Media has relaunched its monthly soap bible Soaplife as a fortnightly title. The first issue of the revamped magazine goes on sale today with a new look and extra content.
A new section will give day-to-day highlights on all the top soaps and popular TV programmes for the coming two weeks. IPC tx, the listings division of IPC Media, has invested heavily in updating the title, and spend will include a £500,000 marketing budget. A heavyweight press campaign will promote the new frequency and the first issue of the revamped title will go on sale for 60p – half its usual price.
Editor of Soaplife, Hellen Gardner, said: “The new frequency allows us to give readers a real sense of being in the know because it enables us to be far more newsy in our coverage of the soaps.”
IPC TX brand and business development, Pippa Pollard, said: “The new look has researched fantastically well – particularly among the all-important younger end of our readership – and we’re looking forward to strong sales.”
“Importantly for retail, the new fortnightly frequency will make a big contribution to the value of the soap sector, delivering millions in additional retail sales value each year.”
The move follows the relaunch of the number-one player in the soap market, Hachette’s Inside Soap, as a weekly last year to take advantage of the booming celebrity magazine market. Soaplife is currently number two in the soap market, with monthly sales of 115,071 according to ABC. Inside Soap, has weekly sales of 244,699, and Hachette’s monthly title All About Soap, sells 106,049 (see Hachette’s Inside Soap Goes Weekly After Celebrity Boom).
Consumer ABC figures due out next week are expected to show continued strong sales for celebrity weeklies.
IPC Media: 0870 4445000 www.ipcmedia.com
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