IPC Closes Eva Following Unsuccessful Relaunch

IPC Magazines has today announced that it is closing its women’s weekly magazine, Eva after four years. The title was relaunched in March this year to ‘form a bridge’ between the young women’s market and the women’s weeklies sector (see Changes At Eva And IPC Yachting Portfolio).

IPC’s managing director, Linda Lancaster-Gaye, said: “When we undertook the Eva relaunch, it was a radical repositioning in a bid to test out a new style of weekly aimed at the young end of this market. We knew that it carried a higher risk, because we were aiming to attract young women, more familiar with monthlies, and introduce them to a weekly frequency magazine with a sassy, sexy editorial mix.”

However, these changes failed to halt the magazine’s circulation decline which, in the latest ABC figures, stood at just over 150,000.

IPC is hoping to redeploy Eva staff across the rest of its portfolio. The final issue will be copy-date 25 November.

Subscribers can access an ABC Round-Up for the Women’s Weeklies sector by clicking the Round-Ups icon at the top of the screen.

IPC Magazines: 0171 261 6575