Shortlist Media’s forthcoming free women’s weekly title Stylist will plug a gap in the market, according to almost three-quarters of respondents to MarketingWeek.co.uk’s latest poll.
After months of speculation, the publisher of men’s free weekly national title Shortlist revealed last week that it would launch a female version of the magazine aimed at “upscale” women aged 20 to 40.
About 73% of respondents to our survey answered “yes” when asked: “Do you think there is a market for a hand-distributed free weekly women’s magazine?”
Almost a quarter (22%) thought its prospects were less positive and answered “no”, while 5% answered “don’t know”.
The response mirrors the reaction from many press buyers, with the majority cautiously welcoming the launch but voicing doubts about whether it could deliver the level of engagement high-end fashion brands seek when planning advertising campaigns.
Stylist will launch in September or early October with an initial print run of 400,000. It will be edited by ex-More editor Lisa Smosarki.
Shortlist Media chief and consumer magazine veteran Mike Soutar told Marketing Week that its research had identified a gap in the market of “upscale working women” aged 20 to 40, leaning towards the older end of the bracket. He says they collectively make-up the “breakthrough generation”.
Is there a market for a hand-distributed free weekly women’s magazine, as planned by the team behind men’s magazine Shortlist?