Dennis Publishing is holding a full-service pitch for the launch of its first glossy women’s title in February.
Codenamed “Project Denise”, the 290-page perfect-bound title will focus on fashion, beauty, home furnishings and accessories which can be ordered direct by phone, off-the-page or online.
Aimed at 25- to 44-year-old ABC1 women, the magazine’s launch will be supported by a &£1.5m marketing campaign. Three agencies are pitching for the account.
Dennis, which publishes men’s title Maxim and numerous computer magazines, does not have an incumbent ad agency.
Publisher Susan O’Hare says: “By 2002, home shopping will be worth &£13bn. We aim to tap into this largely untargeted ‘direct generation’, which will grow by 70 per cent in the next two years.”
The magazine, to be edited by Rachel Shattock, who has worked on M, She and Cosmopolitan, will have an initial print run of 200,000. Priced at &£2, it will appear bi-monthly, going monthly if it is successful.
Advertisers that book ads in the first two issues are being promised links to their Websites from the magazine’s site, which is being launched simultaneously.