Trinity Mirror Takes It Easy With New Weekly Magazine
Trinity Mirror is challenging the likes of Chat, Take A Break and That’s Life with the launch of Take It Easy, a new weekly title that will be given away free with the People on Sundays.
Take It Easy replaces the People‘s previous weekend offering and focuses on real life stories following extensive research to discover exactly what readers want from their weekend magazine.
The title, which is being edited by Kerry Parnell, also includes television listings, fashion, cookery and health issues. There will also be regular features where a celebrity recounts their own real life experiences.
The magazine faces stiff competition from a range of existing weekly titles with broadly the same format. H Bauer’s Take A Break, That’s Life and IPC’s Chat have all seen their circulation increase recently due to their mix of real life stories, puzzles and competitions.
Commenting on the launch, Mark Thomas, editor of the People, said: “Take It Easy is all about our readers and in that respect is quite unique in our market. It’s a fantastic read, it offers a real point of difference to our rivals and we’ve already seen that readers love it.”
Phil Hall, Trinity Mirror’s Editorial Development Director for National Newspapers, added: “Readers described rival magazines as flick reads, but their reaction to Take It Easy was completely different. They said it was far more engaging, spent much more time with the product and found it a genuinely gripping read.”
Trinity Mirror will no doubt be hoping that the launch of Take It Easy will boost circulation at the People, which has been in steady decline for the last five years. The latest ABC figures show the title dipped by 12.7% year on year to 1,087,525 in the six months to December, down from 1,245,385 in the same period the previous year (see Tabloid Launch Boosts Circulation At The Times).
Trinity Mirror: 020 7293 3000 www.trinitymirrorplc.uk
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