Emap Steps Up Competition With Re-Launched Bliss
Emap is stepping up the pressure on its main rivals in the teenage magazine sector by relaunching Bliss with a new design and added features.
The refreshed title will be unveiled next month with the support of an extensive trade promotion. It will appear as a special fashioned themed issue with a covermounted “beach babe” kit and will keep the successful A5 handbag-sized format made popular by Condé Nast’s Glamour.
According to Emap, the overall look and feel of the magazine will remain the same, but will be expanded to include “more fashion and beauty pages than any other teen title on the news-stand.”
Helen Johnston, editor of Bliss, commented: “Innovation is the key in this most competitive of markets, and Bliss is determined to stay one step ahead of its rivals and in touch with its readers by freshening up the look, feel and content of the magazine.”
She added: “Teenagers want all the grown up, super-glossy values of adult titles and this is the rationale behind Bliss and its new sophisticated look.
The relaunch follows increasing competition in the teenage magazine market, most notably with the launch of big brand spin-offs Cosmo Girl! and Elle Girl, which have both secured high-end advertisers not traditionally associated with teenage titles.
Commenting on the revamp, Dawn Bebe, managing director of Emap Elan, said: “Advertisers recognise Bliss as the only teen magazine to successfully innovate a premium editorial approach for teenagers. We are delighted that super premium brands like Ralph and Chanel Chance have all now committed to advertising in Bliss. Key fashion advertisers like Benetton, Ben Shurman, Adidas and H&M have also joined them.”
ABC results for the six-month period ending December 2002 reveal a turbulent time for teen sector, with new launches helping to mask a slump across a number of established titles. However, Bliss recorded a 1.7% year on year increase in circulation to 260,102, up from 255,653 in the same period the previous year (see ABC Jul-Dec 2002: New Launches Shake-Up Teen Market).
However, figures from Nielsen Media Research show that Bliss saw display ad revenue fall by 7% year on year to £1,698,298, down from £1,826,347 in the same period in 2001 (see Ad Revenue Follows Circulation Down At J17).
Emap: 01733 568 900 www.emap.co.uk
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