IPC is revamping its 40-year-old title Woman’s Realm with a new logo and cover redesign in a move to improve its appeal to women over-45 whose children have left home.
The new-look Woman’s Realm goes on sale on April 22 and will be backed by promotional support in Woolworths, Superdrug and Richards stores.
Editor Kathy Watson says: “We are concentrating on a particular age group – those in the 45-plus bracket and particularly the so-called empty nester.
“The magazine will focus less on advice about getting a child to sleep and more on women who are experiencing a new start after the children have left home.”
The magazine, which has a circulation of about 230,000, was launched in 1958, is one of seven woman’s weeklies in the IPC portfolio.
IPC has said that it is looking at launching two new titles in the women’s weekly sector.
Contract publisher Premier has won the contract to publish Asda magazine, which relaunches in June. The company is planning to increase the circulation of the magazine four- fold to 4 million through door-drops. It will use the Asda database alongside distribution through supermarket outlets.