Emap Gets Closer To Women’s Market With New Launch

Emap has announced it is to launch a new women’s weekly magazine called Closer at the end of this month.

The first issue will be supported by a multi-million pound marketing campaign including television and radio advertising, combined with point-of-sale promotion.

Paul Keenan, CEO of Emap consumer media, commented: “Emap has a record of introducing innovative new titles to anticipate consumer demand. Closer not only reflects this commitment to launching successful magazines, but also illustrates our intention to reshape the women’s weekly market.”

The strategic launch comes weeks after Hachette confirmed it is to end its partnership with Emap, taking the heavy-weight Elle brands with it. Kevin Hand, Hachette’s UK chairman, who was previously chief executive of Emap, set out his battle plans in the FT earlier this week. He claimed he is aiming to make Hachette the number 3 magazine publishing house in the UK, behind Emap and IPC (see Hachette Set To Build Advertising Powerhouse).

The new launch, which has been closely guarded, is the work of a 30-strong launch-team led by editor, Jane Johnson, who previously worked as executive editor of the Sunday Mirror.

The magazine’s editor in chief, Ian Birch, said: “Closer will offer readers a refreshing alternative, it is a women’s weekly with a different approach, with a unique mix of real life and celebrity content.”

Emap: 01733 568 900 www.emap.co.uk

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