Bauer women's weekly 'not a reaction to First'

Bauer has claimed its new women's weekly will open up a new sector in the market, in the same way as Take a Break and Heat did.

In the Know, the Germany-based publisher's first launch in the women's weekly market in 11 years, is an attempt to move beyond the real life and celebrity genres defined by its Bauer stablemate, Take a Break, and the Emap celebrity gossip weekly, Heat.

The new title, which launches on 29 August, is a mix of news features and a more traditional women's weekly brief.

Current affairs coverage in the sample issue — given away free with this week's Bella — included a piece on British women working in war zones and Chinese child trafficking, with softer articles on shoe addictions and "cuddle parties".

The second half of the magazine features health advice on surgery holidays, shopping guides on finding the perfect pair of jeans, travel and entertainment — wrapped up in the look of a classic title similar to established Bauer brand Bella.

Bauer managing director David Goodchild told Press Gazette: "All markets need constant injections of new ideas to keep them invigorated. Both Take a Break and Heat, at the time of their respective launches, were successful at developing new market sectors with strong and clearly focused concepts.

"This is what we are trying to achieve here. The magazine is about topical and current issues which affect women in all aspects of their lives. Currently there is no outlet for this."

Bauer has insisted its new title was not a response to First, Emap's newsy title for thirtysomething mums. The publisher said In the Know was in development for the last 18 months and that First was a totally different proposition.

Goodchild said the mix probably sits closest to that of a classic woman's weekly rather than a celebrity or reallife title, but it was not merely an updated version of a classic with its traditional component parts.

He said: "It is a serious attempt to reflect the changing lifestyle of women today, with all their changing interests and the need for practical entertainment and knowledge that goes with that."

The publisher refused to pinpoint its target reader or identify sales targets.

The launch is the first from Bauer's project development team, headed up by ex-Loaded and Chat editor Keith Kendrick.

In the Know's initial print run of 900,000 will be supported by a £10 million marketing investment and the magazine will cost £1. The first issue will be sold at half price.

Bauer also publishes real life market leader Take a Break, Bella and That's Life.

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