New Women’s Mag Takes Shape

The crowded and volatile women’s magazine market is to be joined by a new competitor later this year, with the news that River Publishing is bringing Shape back after a four-year absence.

The publication, which was originally published by Dennis and closed in 2004, will return in April and appear on newsstands 11 times a year – priced at £3.10.

River has hired Dawn Greiller, publisher of Health & Fitness, as Shape‘s new publisher, with Annabel Meggeson as editor.

Managing director of River, Edward Axon, is quoted in MediaWeek as admitting the launch is a bold move, particularly considering the competitiveness of the women’s magazine market.

The report also quotes a press buyer as saying there is no room in the market for the title. Several titles saw significant circulation declines in the January to June 2007 consumer magazines ABC release, such as market-leader Glamour and Emap’s NW (see ABC Results Jan-Jun 2007:Glamour Remains Top Of Women’s Monthly Sector).

Shape is set to be repositioned as a top-end self improvement bible, targeting the successful 30-something woman – much like successful weekly titles Grazia (see ABC Results Jan-Jun 2007: Take A Break Stays Top Of Women’s Weeklies Amidst Sizeable Declines) and relative newcomer Look (see NewsLine Feature: Look, Another Women’s Weekly).

In July to December 2003, Shape reported an ABC of almost 69.500, which was down from 76,109 in the same period the year before.

River expects Shape‘s circulation to be 75,000, and it will distribute 150,000 copies of the first issue.

The next set of ABC figures, for July to December 2007, are due to be released on February 14, with NewsLine providing comprehensive coverage of all sectors on the day.

River Publishing: www.www.therivergroup.co.uk