Easy Living Joins Women’s Monthly Market

Condé Nast has just launched its’ latest offering in the women’s monthly magazine market, with a 294 page glossy aimed at giving readers “simple ideas to make life that little bit easier.”

Easy Living is a weighty publication, which on first impression seems more catalogue style than user friendly, with the high advert to editorial ratio detracting from the articles and features within the magazine.

The magazine is divided into seven sections, or “zones” as editor Susie Forbes describes, comprising of; Real Life, Fashion, Emotional Intelligence, Beauty and Health, Food and Entertaining, Home Life and Tried and Tested.

The advertisement content, on the main, is of an aspirational nature, with Clinique, Estee Lauder, Louis Vuitton and Chanel filling the pages before the reader reaches the editor’s letter and editorial content, indeed the first “zone”, does not start until page 19.

The Real Life section offers the reader stories on “Honey I Hired the Kids”, in which four women describe how their children form an intricate part of their business, and Nigella Lawson’s “My Life in Books.”

The fashion pages the style of other women’s glossies, with exotic photo shoots and this season’s trends. The section on “Real Life Women Test the Trends” gives a fresh feel to an otherwise traditional fashion supplement.

The Emotional Intelligence “zone” is a psychology driven features section, with an in depth interview with cover girl Christy Turlington on her life as a businesswomen and mother. Other articles in this part of the magazine discuss “The Six Hardest Conversations you’ll ever have” and “What’s a Generation between Friends”.

Beauty and Health, follows the traditional women’s magazine style, with tips, workout ideas and other elements familiar to the genre.

The Food and Entertaining section stands out from the rest of the magazine, offering readers a good selection of 30 minute recipe ideas with an original concept of offering readers a cut out and use shopping list.

Home Life and Tried and Tested give readers ideas on home furnishings and practical guides to items in the market place, including hints on buying chandeliers, national flower delivery and whitening toothpastes.

In summary, Easy Living is a comprehensive women’s monthly, offering readers all the traditional elements that make the female market. The lack of celebrity news is apparent, and the magazine benefits from the lack of this medium, setting it apart from other rivals within the magazine category.

However, the high advert content and multi page promotions hinder the magazines’ usability and detract from the articles within it. The cover price, £1.90 is low in terms of women’s monthlies and will do the publication favours in a highly competitive market.

Condé Nast: 020 7499 9080 www.condenast.co.uk

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