MEDIA: MEDIA WATCH; celebrity titles

With the recent launch of two new titles in the celebrity-led women’s magazine market, the battle for up-market female readership - and up- market advertising revenue - is hotting up.

With the recent launch of two new titles in the celebrity-led women’s

magazine market, the battle for up-market female readership - and up-

market advertising revenue - is hotting up.



The first magazine to set the trend for celebrity titles, Hello!, is

still market leader, outselling the other titles and managing to

maintain a premium cover price.



Its nearest rival, OK! magazine, started life as a monthly but went

weekly in March this year to compete more effectively for weekly

advertising revenue.



The newest titles, Gruner & Jahr’s Here! and IPC’s Now, are priced at

the lower end of the market on a par with other women’s weeklies, such

as Best and Woman’s Own.



IPC says it launched Now to bridge the planning gap between weeklies and

monthlies. Celebrity magazines offer the glossy environment of monthlies

but build a weekly reach.



Hello! estimates that advertising revenue in celebrity titles is worth

pounds 10m, of which it says it takes around 80%, with the remainder

shared between the other three players.



More than half of Hello!’s advertisers are from major cosmetics and

fragrance houses, such as Lancâ„¢me, Guerlain and Estee Lauder. Other

advertisers come from the travel and motoring sectors and from the

entertainment industry.



Here! and Now hope to attract similar advertisers but media buyers are

sceptical.



Cate Politi, media account director at Mediapolis, says: ‘These

magazines are launching to take advantage of the up-market advertising

revenue from Hello! and OK!. This will be difficult due to the quality

of the new magazines which are more mid-market in appeal.’



------------------------------------------------------------------------

MEDIA: Celebrity figures

------------------------------------------------------------------------

Title     Circulation, ABC Jan-June    Readership, NRS    Price

Hello!     480,979                     2,278,000          pounds 1.35

OK!        110,116                       685,000*         pounds 1.20

Here!      450,000**                       n/a                     55p

Now        370,000**                       n/a                     60p

Source: Mediapolis     *Monthly figure **Publisher’s statement

------------------------------------------------------------------------



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers