H Bauer is to venture into the glossy, monthly magazine market for the first time with a product aimed at Daily Mail readers. The launch will be backed by a multi-million pound advertising campaign.
The company is talking to advertising agencies about a launch campaign for the title currently known as Project Helena.
Mustoe Merriman Herring Levy is thought to be among them. The agency handles the publishing company’s other titles, including the sector leader in the women’s weeklies market, Take A Break, which has a circulation of 1,181,693 according to the latest figures from the Audit Bureau of Circulations.
Janice Turner, former editor of That’s Life, will edit the new magazine which is aimed at 25 to 40-year-old women.
Bauer publishing director, Louise Newton describes the target market as either “married or co-habiting” and “most likely to have children” with “a good disposable income”. She adds: “They are home owners and most likely to be Daily Mail readers.”
She refused to be drawn on details such as price, print run and pagination, but the title is expected to be competitively-priced in order to attract a circulation of more than 200,000.
Bauer was credited with revitalising the weekly magazine market when it launched its first title, women’s magazine Bella, in the UK in 1986. But its mass market weeklies have recently suffered with all recording period-on-period and year-on-year declines in circulation according to the latest set of ABCs, except for That’s Life and TV Choice.