Marie Claire revamp gets £1m marketing push
IPC Southbank is to invest £1m in marketing support for flagship women’s glossy Marie Claire following a revamp under new editor-in-chief Trish Halpin.
The investment is intended for a host of activity throughout the rest of 2009, including sampling, high profile point of sale advertising and high-value cover mounts.
The title has been revamped following in-depth research into its target readership lead by IPC editorial development director Andy Cowles.
New features in the September issue include sections covering style and shopping, sex and relationships, beauty and food.
Marie Claire lost 4.8% of its circulation in the six months to December 2008 compared to the same period in 2007 but it remains the third biggest selling women’s fashion and lifestyle monthly, shifting 314,259 copies a month according to the Audit Bureau of Circulation (ABC).
“We’ve taken a longer-term view for Marie Claire and supported our new editor by investing heavily in the development of this new editorial proposition,” says publishing director Richard Johnstone.
