IPC Connect is relaunching 75-year-old weekly magazine Woman’s Own and increasing its cover price from 78p to 85p. The new look magazine will be backed by a £2m marketing and advertising campaign.
The initiative follows disappointing sales of traditional weeklies in a market dominated by celebrity-led titles. Woman’s Own, which targets over 35 year olds, lost 12.9% of its circulation, down to 356,811 copies per week, according to the latest Audit Bureau of Circulations.
The new look magazine will go on sale on April 17 has been redesigned and will include an additional eight pages every issue. An exclusive eight-page sampler will be bound into copies of this week’s Woman’s Own and sister title, Chat.
The relaunch will be supported by a television campaign created by TCM Creative, with media planning and buying by MediaCom.
Publishing director Sandy Gale says: “Relaunching one of Britain’s most famous magazines is not something we’d do lightly, which is why we’ve spent so much time living and breathing our readers’ daily lives.”