Wellbeing First Issue Report

The latest addition to the women’s magazine market, Wellbeing, launches this week with a print run of 500,000.

The quarterly title, a joint venture between HHL and the National Pharmaceutical Association, focuses on healthcare and is targeting ABC1 women aged 25-44. It will not be available on newsstands but will be sold in all pharmacies which are members of the NPA. It has a cover price of £1.50 and will be given free to active spenders.

The first issue pagination of 44 is far less than other women’s magazines with similar cover prices, especially as 50% of the magazine is made up of advertising. It is printed on thin paper and the reproduction is often poor with some of the text appearing blurred. The editorial focuses on health with practical advice and information. There is an introduction from the director of the NPA and a ‘stamp of approval’ from the secretary of state for health, Virginia Bottomley. Features cover headaches, smoking, cancer, hay fever and cystitis. The magazine reads like a compilation of advice leaflets found in a doctor’s waiting room.

As previously mentioned the first issue comprises 50% advertising, with full page ads being taken by Nicabate, SmithKline Beecham (DPS), Healthcrafts, Nicotinell, Nicorette and Marmite.

Whilst Wellbeing may fare well as a free store magazine it may be optimistic to expect its target market (ABC1 25-44 women) to spend £1.50 on a title that contains just 22 pages of editorial and no fashion, beauty or lifestyle features.

Ad Rates: Colour Page – £6900 Mono Page – £5100

HHL Publishing: 071 388 3171