Full House To Launch In Women’s Weekly Market

The UK publishing arm of German consumer magazine publisher, Hubert Burda Media is entering into the competitive women’s weekly market, with the launch of Full House.

The celebrity and entertainment magazine will offer readers a combination of real life stories, celebrity interviews and entertainment, in a new, bright and breezy format, with the first issue set to hit the shops on Tuesday March 8.

Full House will be edited by Carl Styants, former deputy editor of rival H Bauer’s Take a Break. Commenting on the new publication, Styants said: “Full House is an exciting magazine because of its unique approach to the combination of real life stories and celebrities.”

Simon Hesling, managing director of the operation added: “We have assembled an expert editorial and executive team focussed on achieving success. There continues to be considerable growth across the women’s weekly sector and there is most definitely space for a title which combines true life, celebrity, prizes and puzzles in this innovative way. Full House will open up a new area in the market.”

Supporting the first issue is a nationwide campaign created by TV campaign created by McCann Erickson, with the creative supporting the magazine’s positioning as a publication which offers women a welcome diversion and release from busy everyday life. Media will be planned and bought by Starcom Mediavest, with distribution being handled by Advantage, part of Associated Newspapers Ltd.

IPC media recently announced the launch of its new offering to the women’s weeklies sector, creating Pick Me Up!, a 60-page real life title (see IPC Launches Pick Me Up To Boost Weekly Portfolio). H Bauer’s Take a Break still leads the sector, with recent ABC figures revealing a circulation of over 1.2 million, despite a minor dip of 0.4% year on year in the six months to December (see ABC Results Jul-Dec 2004: Emap Moves Closer To Top Five Weeklies).

Hubert Burda Media: www.hubert-burda-media.com

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