IPC Shrinks Essentials To Appeal To Younger Audience

IPC SouthBank’s Essentials magazine has unveiled a new look and reduction in size as part of the title’s re-positioning and re-targeting at a younger audience.

The new look, comprising a thorough re-design, will debut in the magazine’s July issue, seeing a smaller, ‘convenience size’ format, new logo, typefaces and enhanced colour-coded sections for easier navigation. The title also features a bold, colourful layout, with each page streamlined to attract time-pressed readers.

Essentials is now aimed at younger readers, with an average age of 32, whose lives are “just beginning to come together,” with IPC targetting those beginning a serious relationship, having their first child or moving to their first home.

The target readership remain that of suburban women, with the title offering what IPC dubs “life support”, dealing with emotional, time and financial pressures.

The redesign will see the title’s editorial content boosted, with more fashion, beauty and home content. A regular 16-page tear-out guide, Essentials to go, is also included, featuring tips and advice for modern living.

Commenting on the overhaul, Julie Barton-Breck, Essentials editor, said: “I’m incredibly pleased with the new Essentials. The ‘life support’ aspect and focus on emotional, practical issues is an offering not found in other titles. Every page is in tune with the lives readers are living now.”

Publishing director, Linda Swidenbank, added: “The new Essentials is dynamic, fresh and bold and its smaller, ‘convenience size’ format fits perfectly into the life of the Essentials reader. The updated proposition gives real women of today support and ideas in an upbeat and inspirational style.”

The re-positioning will be backed by £1 million in marketing and advertising, including support within IPC’s weekly and monthly titles, using the straplines, “The small magazine with big ideas” and “It’s one of life’s little essentials.”

The new look title hits newsstands on 2 June, priced at £2.40.

IPC Media: 0870 4445000 www.ipcmedia.com