Mollin Publishing, which launches the UK edition of women’s health magazine Shape this week, is to bring another US export, Jump, to the UK later this year.
It is understood the new title for teenagers will have a health and fitness angle, like others in the Mollin portfolio, to set it apart in a crowded youth market.
The UK teen market includes titles such as Attic Futura’s B and Sugar, IPC’s Mizz and 19, and EMAP Elan’s J17, Looks and Minx.
Terry Grimwood, UK marketing director for Mollin, says: “With the growth in health and fitness in the UK a whole new market has opened up. We also have a point of difference in that we put real people in the magazines rather than models.”
Shape will have an initial print run of 200,000 and a first-issue cover price of 1. Mollin is hoping for a settledown circulation of 100,000 for the title. The 1.4m launch will be supported by 48-sheet poster ads and national press ads. Creative work is through St Luke’s and media has been bought by Mediacom TMB.