Emap Elan Unleashes Revamped More On Rivals
Emap Elan has announced details of the £3 million revamp of its fortnightly young women’s magazine, More, as the title attempts to appeal to a broader readership.
The relaunch will see the fifteen year-old magazine repositioned to appeal to an older 20-something audience in a bid to challenge rival glossy, Glamour, which toppled Cosmopolitan last year to become the UK’s highest circulation women’s monthly (see ABC Jul-Dec 2002: Glamour Storms Ahead Of Competition).
The new-look magazine (see Emap To Take On Glamour With Re-Positioned More), which signals the start of a six-month relaunch campaign, goes on sale tomorrow and introduces a new logo, a new cover template and a new design intended to bring it up to date with its rivals.
The title will feature a broader editorial mix, with an extra 32-pages containing new regular sections, such as the gossip driven Celebrity Stalker, Men & Sex and Celebrity Fashion Thief, plus a bigger fashion and beauty section.
The relaunched magazine will have a special £1 promotional coverprice and will be supported by a multimillion pound marketing campaign, which includes radio and print advertising, email and SMS activity, retail support and cover promotions.
Commenting on the move, Dawn Bebe, managing director of women’s media at Emap Elan, said: “Our research shows that there is a real thirst amongst 18-25 year old women for something new and different in the market and More, as the UK’s only fast glossy, truly delivers what they want – making it a strong challenger to the likes of Glamour.”
Rory Bett, Emap Advertising’s head of youth magazines, added: “Advertisers hungry for innovation in the young women’s market are already getting excited about the new More. We are confident that the title will receive a great deal of support for what is a well thought-out and attractive package.”
More, which launched in 1998, is currently the UK’s biggest selling fortnightly young women’s magazine. However, the title has been hard hit by the runaway success of Condé Nast’s Glamour and the latest ABC results for the six months to December 2002 show that the magazine has seen circulation decline by 15.1% year on year to 246,261.
Meanwhile, Glamour, with its innovative handbag-sized format, experienced a 23.1% year on year increase in circulation to 537,474 during the same period.
Emap: 01733 568 900 www.emap.co.uk
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