The new Woman aims to appeal to an audience of mainstream and upmarket women, with a raft of new editorial franchises that respond to their lifestyles today and reflecting their desire for positive ideas and experiences.
Led by woman&home editorial director Sue James and Woman editor Karen Livermore, the changes are informed by six months’ in-depth research involving more than 120 women, as well as quantitative research.
A strong theme highlighted by the research is that as women’s working lives are busier than ever, they cherish the weekend as a time for themselves, for family, to be with friends or just relax. In response, Woman has developed ‘Have a Good Weekend’, a new section covering TV, music, films, food, going out and staying in. ‘Don’t Tell Me I Can’t’, a first person account from women breaking perceptions, is a new feature reflecting the ethos of the readers and the magazine.
Fashion and style play a big part in readers’ lives, and with 12 pages of fashion and beauty every week, Woman now offers more than any other magazine in the weekly lifestyle market. Coverage leads on glamorous photo shoots, translation of trends, plus a tightly targeted round up of the latest in the shops that week, as demanded by readers in research.
Woman publishing director Oswin Grady says: “Our research identified that women enjoy many aspects of the magazines read by their daughters and that they couldn’t find the same qualities in weekly magazines aimed at them. Woman has responded to this, delivering something unique in the weeklies market with an optimistic and motivating magazine. We’re confident this will strengthen our market-leading position in the weekly lifestyle sector.”
Woman editor Karen Livermore adds: “Women tell us they’re constantly seeking ideas to keep their world fresh and interesting and the new look Woman will deliver this every week. Real life and celebrities remain key and we’re building on this with investment in fashion, beauty and lifestyle coverage, as well as features that make readers’ lives better, easier, happier and healthier.”
Other key features in the new look Woman include ‘Supermarket Checkout’, an edit of the best value supermarket shopping and treats and ‘Be techno smart’, which gives the low-down on the technology that matters to readers. ‘Bloke at the Back’ rounds up the positive read, giving readers a few minutes to spend with a gorgeous male celebrity.
IPC Connect is supporting the relaunch of Woman with advertisements in IPC Media’s women’s titles and websites. The new magazine will also be sampled at the Race For Life events at London and Glasgow. The first two relaunched issues will be sold at the reduced price of 70p, and then Woman returns to 92p.
