Weekly aspirational women’s title The Lady is being re-launched next week following the appointment of Ben Budworth, the great-grandson of founder Thomas Gibson Bowles, as publisher and chief executive.
The Lady, which is famous for its classified ads for domestic staff, has been struggling with circulation. The title posted the lowest average net circulation in the women’s weeklies sector with a 9% drop compared with the same period last year to 26,322, according to the Audit Bureau of Circulations.
Budworth has appointed a new editorial team ahead of the relaunch, including former Cosmopolitan senior editor Sarah Kennedy as editor at large.
The title has been switched to full colour for the first time in its 124-year history in a bid to attract new readers.
Advertisers in the relaunch issue include women’s shoe designer Helen Batemen, luxury gift catalogue The Handpicked Collection, chartered surveyors Woolley & Wallis and Garringtons, which provides clients with tailored property solutions.
Marketing for the issue is being handled by marketing and PR agency BWP and it has negotiated a promotional tie-up with The Telegraph via an insert and Classic FM via an ad that gives details of an exclusive subscription offer for listeners.
The agency says the title has been revamped to have more of a Country Life-style appeal.
The Lady is still owned and run independently by the family of founder Gibson Bowles, who also launched the British version of Vanity Fair.