BBC Wordwide’s Eve Relaunches With Updated Look
BBC Worldwide’s Eve magazine will relaunch next week in an attempt to strengthen its position in the women’s lifestyle market.
The monthly magazine, which saw a 9.3% year on year decline in circulation in the latest set of ABC results (see ABC Jan-Jun 2002 – Women’s Monthly Titles), has conducted extensive research into its target audience and plans to re-invent itself as a more streamlined and updated title.
A number of new sections have been added to the magazine to better reflect the 30-plus marketplace and greater emphasis will be placed on the “usefulness” of the title, which will exploit the BBC brand to test products and offer solutions to readers.
October’s issue of the magazine will feature a new-look front cover, a re-designed logo and a new strapline: “Beautiful, useful, real”. Eve has also invested heavily in its fashion content and the revamped magazine will feature a 32-page fashion supplement, which will be sponsored by L’Oreal Paris.
Commenting on the redesign, Eve‘s publishing director, Jo Morrell, said: “Extensive research has given us an in-depth insight into the 30-plus market and an understanding of what they want from their magazine. Several key appointments in recent months have strengthened the editorial team and I believe that, combined with the backing of the BBC brand, Eve can deliver something different to the market which will create genuine excitement in readers and advertisers alike.”
BBC Worldwide has secured a number of high-profile advertisers for October’s issue of the magazine, including Ford, Coca-Cola and Tesco. The launch of the revamped title, which has been overseen by editor Jane Bruton, will be supported by sampling direct marketing activity and press adds in other BBC Worldwide magazines.
Figures from Nielsen Media Research show that Eve saw a 2.5% year on year decline in the number of ads it hosted during the six month period ending June 2002 (see ABC Follow-Up Report: Adverts In Women’s Monthly Magazines).
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