The 56 page first issue carries 17 pages of ads, with clients including Selfridges, Clinique, L’Oreal, Uniqlo, Burberry Fragrance, and Yves Saint Laurent.
Shortlist Media founder Mike Soutar says that although the 30/70 advertising/editorial ratio is generous towards the editorial, it’s typical for a new launch, and it gives the title the chance to showcase the breadth and diversity of its editorial team.
Editorial content includes sections on travel, politics, art, shopping, fashion and beauty with in depth features on gender-politics, collecting art and the cover feature on Angelina Jolie.
The title’s editorial team is led by ex-More editor Lisa Smosarki.
Soutar says: “The industry has been in a frenzy to see what we’ve done. We pioneered something quite special with Shortlist and changed the men’s market. It’s very interesting to see if we can do a similar thing with Stylist in the women’s’ market – a market that is much more competitive.”
The magazine intends to flip between 48 and 56 pages, depending on the demand for advertising.
“We’re delighted with the response from advertisers and happy to up-page if the demand is there,” says Soutar.
While industry insiders had said rivals within the women’s magazine sector had been waiting to see Stylist before launching any competitive price promotions, Stylist’s biggest competition Bauer Media title Grazia, is this week running a price and giveaway promotion with press ads in The Metro.
A Bauer Media spokesperson denies the promotion is in reaction to the launch of Stylist but is instead geared towards the weekly title’s first ever limited edition fashion range which launches this week.
The magazine targets “urban affluent” women and will be distributed on Wednesdays in six cities – London, Leeds, Manchester, Birmingham, Glasgow, Brighton – via Shortlist’s distribution network, but tailored to the commuting patterns of women.
Stylist is also available in airport lounges and Soutar is currently in discussions to negotiate distribution deals with several retailers, including French Connection where the title is also available. A digital version of the magazine can be read online.