Bauer Media has appointed Rapier to handle the advertising for its weekly gossip magazine Heat. It beat incumbent Quiet Storm, which handled the business for eight years, Adam & Eve and Karmarama.
The agency is developing a campaign for Heat, which is also a radio station and online portal, expected to break later in the year.
Heat was the third largest faller in the women’s weeklies sector in the Audit Bureau of Circulation figures for the first six months of last year, with a 15.8% year-on-year drop to 470,129. The drop put it in fifth place behind Take a Break, OK!, stablemate Closer and Chat.
The review was called in October (MW October 16, 2008) nearly a year after German publisher H Bauer bought Heat as part of a £1bn acquisition of EMAP’s consumer magazine and radio division.
The move follows a review of the entire business, which last year saw women’s magazine titles First and New Woman axed and the promotion of radio station Magic 105.4 managing director Andria Vidler to the role of chief marketer across the whole business, including the magazine brands (MW March 20, 2008).