Hachette’s Psychologies Launches Tomorrow
Hachette Filipacchi UK’s new Psychologies magazine launches tomorrow, offering readers a glossy insight into the lives of “Third Wave Women”, with editorial reflecting a female reader whose needs are not currently met by other women’s magazines.
The magazine is the first to create a new “Positive Living” section and gives readers a barrage of features on real life stories and self help style articles. The 180-page glossy contains stories such as “The Fear Factor”, “Revenge of the Introvert” and “The New Seven Deadly Sins.”
The magazines debut issue features an interview with Meg Ryan on growing older and her last few years out of the media spotlight. Psychologies bills itself as a non-celebrity publication, and as such stands out in a women’s magazine market that is saturated with celebrity-based titles.
Typically aged between 30 – 55, Psychologies magazine estimates that there are at least 1.8 million Third Wave Women in the UK today. According to the magazine, Third Wave Women are re-focusing their priorities and looking for a deeper sense of fulfilment.
Maureen Rice, editor of Psychologies explained the need to create this new magazine to fill the gap in the market.
She said: “There’s been a real change in the way women are choosing to live, work and express themselves. Third Wave Women are challenging old ideas about what they have to do to be considered ‘successful’. We’ve seen it at work, with the rise of flexible working and less hierarchical organisations, while a public figure like Kate Winslet is proud to say publicly that she’d turn down the biggest directors in Hollywood to spend more time with her baby.”
“But it’s not just about work”, Rice continued: “There’s more emphasis on relationships of all kinds, and especially on valuing female friends, like Nicole Kidman and Naomi Watts, or the way Courteney Cox has been supporting Jennifer Aniston through her divorce. We’re also valuing personal time over more money, and investing in new experiences, like grown up gap years or going on retreats, like Madonna and Christy Turlington. ”
The adverts in Psychologies give an example of the extensive spectrum of readers the magazine hopes to attract, ranging from Estee Lauder’s Revitalizing Comfort Creme and Wolford Boutiques Lingerie to Bonne Mama Jam & Rubicom fruit drinks.
Other advertisers include Clinique, Lancome, Dior, American Express, Sony Ericsson, Peugeot, Olay, English Beef and match.com.
Psychologies is the first magazine to be launched by Hachette Filipacchi UK since the company was established in 2002 (see Hachette To Psych Out Competition With New Launch). The title was originally launched in France in 1970, and currently has a larger readership than Cosmopolitan Worldwide. Psychologies title is second only to Marie Claire worldwide in the mainstream women’s glossy market.
Last month, Hachette Filipacchi appointed Nicole Mathers as advertising director for the title, joining from APC Publishing in Sydney were she worked as associate national advertising director for Madison magazine, a joint venture with Hearst International.