EMAP prepares launch for Minx

EMAP Elan is to call its new young women’s magazine, already dubbed “the female Loaded”, Minx.

The magazine, which was exclusively revealed in Marketing Week (May 24), will be launched in mid-September with a heavyweight TV campaign through McCann-Erickson.

The launch has been earmarked for either September 12 or 19.

The first edition will also be included in 50,000 “fresher” packs being sent to university student unions and a 100-page sample of the magazine will be bound onto the August 28 issue of EMAP’s more!.

EMAP is seeking an initial minimum circulation of 170,000 for Minx and will print nearly 250,000 copies of the first issue.

Minx is intended to capture more! readers as they get older and move out of the title’s age range.

EMAP maintains Minx will be radically different from other young women’s monthlies, but denies that it is a female version of IPC’s laddish magazine Loaded – it claims that more! is already filling that role.

The National Magazine Company’s Company magazine, which is also aimed at women in their early 20s, is understood to be planning major promotional activity this autumn. A NatMags spokeswoman says the activity has been planned for some time and denies that it is linked to the launch of Minx.

Minx will be edited by Toni Rogers and the advertising sales manager is Kate Bark.

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