Marie Claire H&B reverts to bi-monthly

Dorothea Arndt looks at the costing concept of pay-for-performance ads on the Net and tells us what marketers can expect from this new approach.

Marie Claire Health & Beauty, the Marie Claire spin-off published by IPC Media, is reverting from a monthly to a bi-monthly magazine in the face of tough market conditions.

Five editorial staff are expected to lose their jobs, but IPC maintains that it will try to find them roles elsewhere in the company.

Rita Lewis, publishing director of IPC Southbank’s young fashion titles, says in a statement: “We are fully committed to this sector and to the ongoing development of the Health & Beauty brand.

“However, despite doubling the ad revenues and significantly increasing our sales and share of the market, we still cannot maintain a monthly frequency.”

The magazine, launched seven years ago, increased its frequency from bi-monthly to monthly last year. An IPC spokeswoman says that the decision to revert to bi-monthly is “for the time being”.

The June to December 2000 Audit Bureau of Circulations (ABCs) for MCH&B reported a four per cent year-on-year decline to a circulation figure of 73,540. Last month, Marie Claire and MCH&B publisher Margaret Leonard and ad director Jane Reynolds both added Woman’s Journal to their responsibilities.

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