A new women’s monthly magazine is to emerge from the stable of
Gruner & Jahr, Europe’s largest publisher, next spring.
Preliminarily named Florence, the glossy mag is to be aimed at 30- to
40-year-old ABC1 women who are ’cash-rich and time-poor’. It joins
Prima, the country’s biggest-selling women’s monthly, Best, Your Home,
Focus and Prima Baby in G&J’s six-strong UK portfolio.
Exact details of the project are being kept under wraps, but the cover
price will be pounds 2.40, the initial print run will be 250,000, and it
will have a settledown circulation target of 120,000. Advertisers in the
launch issue will include major FMCG clients and premium beauty
G&J is reviewing its creative account, out of Arc Advertising, in
preparation for a major ad campaign to support the launch. Media buying,
currently with Arcoms, may also be reviewed.
The editorial content of Florence will aim to steer clear of the popular
celebrity-led approach to focus on issues that affect busy women’s
Helena Jaworski-Lang, formerly of Cosmopolitan and Options, will edit
the magazine. The ad director is Joanne O’Hara, former advertising
director at IPC Magazines.
’Research has shown that over the past ten years, our target readership
has grown by 25%. Florence will offer a high-quality product, covering
all the areas that affect women’s lives,’ said Jaworski-Lang.