IPC Connect’s Your Life is repositioning as a glossy just six months after its entrance into the woman’s weeklies market and is launching a £1.5m national marketing campaign to promote its new look.
The decision to restyle the magazine as an “upmarket glossy” has prompted speculation that the title is not reaching its targets. The marketing push, which begins this week will highlight the magazine’s “intelligence and breadth” in an attempt to boost sales.
The campaign will run for five weeks covering national press, radio and magazines and will promote Your Life as “the weekly that thinks like a monthly.”
IPC Connect’s marketing director, Sam Phillips, said: “This campaign will further build awareness and copy sales for this title, which has developed an entirely new sector in the magazine marketplace. This campaign will drive awareness levels and bring women who feel that they’ve not previously had anything to buy on the weeklies shelves directly into this category.”
Your Life replaced IPC’s ailing Woman’s Realm in April (see IPC’s Woman’s Realm To Disappear In Favour Of Your Life) and is yet to report an ABC. However the title faces tough competition in the women’s weeklies sector, which saw a year on year drop in circulation of 4.6% in the last set of ABC results (see Newsline).
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