Women On Top: The Glossies Fight Back
The magazine merry-go-round has come full circle, and as lad’s mags droop, women’s glossies, condemned a few years ago as a stagnant and overladen market, are on the up again. These were the sentiments expressed by three of the sector’s bright young things at a seminar at Total Publishing yesterday.
Dawn Bebe, veteran of the teen market and now MD of Emap Elan, Jo Elvin, launch editor for this year’s publishing sensation, Glamour and Sam Baker, whose CV includes turning the fortunes of J17, the launch of Minx, deputy editing New Woman and now editing Company, were gathered to discuss the winning formula for the women’s sector. They were more or less one in acknowledging that this was now a fearsomely competitive sector, where only the strong (and rich) survive.
Bebe, while defining a formula based on originality, good editors and good publishers also pointed out how cash hungry the sector was, estimating that at least £5m was needed to make a successful launch. However, she was also upbeat about the competition that lays waste to so many women’s titles. “Its good for the market, and if you have a strong brand it is to your benefit” she said, explaining that the chance of seeing something new seems to bring more women to the news stands.
Baker agreed, saying that despite the fact the launches such as Real and more especially Glamour, have made her job a little harder, they have given the market, even the global market “a kicking”, finally proving that the all important “point of difference” is still achievable in new titles. The women’s market is fast and fickle, she said, which means innovation is key.
Looking ahead to the ABCs Bebe said that two of the brands in the Emap Elan portfolio- New Woman and Top Santé– would post their highest ever circulations next month, putting paid to the notion that this is a market in decline.
Elvin, whose title’s launch left most in the industry with their mouths hanging open, looked quietly pleased at the compliments sent in Glamour’s direction, having seen a late night previously picking up a Magazine Design Award for the title. On orders to remain tight lipped about how many copies it is shifting, she said coyly: “We originally planned to reach 250,000 per month in four years.” A publishers statement can be expected within the next few weeks, but Elvin would only say that the first new title from Condé Nast for some years has been a “huge and immediate success.”
Despite these positive affirmations, Bebe acknowledged that there were still some titles struggling and that more will close in future, while the strong will get stronger. “If you’re a weak product, this is not the market for you.” she warned. Baker agreed: “I am in no doubt that not all of us [in the market] will be here by the end of the year.”
Condé Nast: 020 7499 9080 Emap: 01733 568 900 www.emap.co.uk National Magazine Company: 0207 439 5000 www.natmags.co.uk