Woman’s Own Revamps In Bid To Halt Declining Sales
IPC Media is investing £2 million in marketing to push its Woman’s Own magazine, revamping the title and raising its cover price in a bid to arrest falling sales.
The title will sport its new look from the issue dated 23 April, which goes on sale on 17 April. The redevelopment has been pioneered by new editor Karen Livermore and the Woman’s Own editorial team, who have undertaken intensive research to create the facelift.
At the most recent consumer magazines ABC data release, Woman’s Own had shed around 13% of its total figure year on year, equating to almost 53,000 copies, to leave its total circulation at almost 357,000.
In the past few years, the title’s circulation has shrunk at a steady rate, reflecting the somewhat troubled women’s weekly sector (see ABC Results Jul-Dec 2006:Take A Break Leads Women’s Weekly Market).
“Re-launching one of Britain’s most famous magazines is not something we’d do lightly, which is why we’ve spent so much time living and breathing our readers’ daily lives,” said publishing director Sandy Gale.
“Karen and her team have got under their skins like never before, producing an all-new Woman’s Own that reflects their youthful spirit and lust for life.”
As well as a complete redesign, the “all new” magazine has introduced a wealth of new features, such as a seven-page section of news, views and celebrity gossip, including new columnist, GMTV’s Richard Arnold.
There will also be a dedicated editorial highlighting the smartest shopping tips on the high street and a ‘Real Life’ section comprising “inspiring, intriguing and surprising true life stories”.
Other elements of the re-launch include an extra eight pages every issue, as well as the comprehensive redesign, which aims at creating cleaner and more sophisticated spreads throughout.
Livermore comments: “It’s a once in a lifetime opportunity to come to such an incredibly famous brand and lead such a radical reinvention. And it’s also been an amazing privilege to be able to work so closely with our readers all the way through the redevelopment. The new Woman’s Own will reflect the breadth of interest, imagination, humour and enthusiasm of today’s over 35 women.”
An exclusive eight-page sampler is bound into copies of Woman’s Own, on sale today, and Chat, hitting newsstands across the country on Thursday.
The re-launch also sees the regular cover price increase from 78p to 85p.
IPC Connect managing director Evelyn Webster said: “This is no piecemeal evolution, it’s a revolution – to reflect the 35-plus women of today. Woman’s Own is a massive brand, with a loyal and demanding audience.
“Karen and her fantastically talented editorial team have reinvented the brand, creating a smart, surprising, straight talking magazine that will provide social currency for today’s women. Backed by our extensive marketing plans, one of Britain’s most-loved brands will embark on a whole new phase of its illustrious history.”
IPC Media: 0870 4445000 www.ipcmedia.com