Woman’s Realm revamps to pull in more ’empty nesters’

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here